Firestone has been a tire brand for more than 112 years. It has been original equipment on 11,000 makes/models of vehicles, and more than 500 million vehicles in the last 86 years.
According to Bridgestone Americas Tire Operations LLC, that makes Firestone "a car company."
That’s the concept of the new Firestone brand campaign Bridgestone launched Sept. 2 during the IZOD IndyCar Series Grand Prix of Baltimore IndyCar race.
“People are keeping their cars -- be it Chevys, Toyotas or BMWs -- now longer than ever, on average 10.8 years, and are in need of a trusted partner to keep them running stronger for the long haul," says Philip Dobbs, Bridgestone's chief marketing officer, Consumer Tire Division.
"Firestone, with its extensive line of durable and dependable tires and more than 1,600 Firestone Complete Auto Care automotive service centers and its broader Family Dealer network nationwide, is that trusted partner. We created this brand campaign to celebrate the many stages of our lives, and how Firestone helps you reach your destination -- time after time after time.”
The television commercials use scene set-ups typical to a new car commercial only to reveal more seasoned makes and models as the stars of the campaign, titled, “Drive a Firestone.”
It is the creative work of Chicago, Ill.-based Leo Burnett Co. Inc., a prominent player in the ad business and Bridgestone’s recently-selected agency for the multi-faceted Firestone brand.
"The simple truth we've uncovered is that even though Firestone never made a single car, Firestone is a car company," says Charley Wickman, executive vice president and executive creative director, Leo Burnett. "Because in all their years in business, they've helped to make millions run better, faster, longer and stronger."
The campaign will include four broadcast ads celebrating Firestone’s tires -- one 60-second spot titled “Anthem,” as well as a traditional 30-second spot and two additional 30-second spots. The campaign also will feature print and radio executions.
Giving a nod to Firestone’s brand heritage, the “Anthem” spot includes a cameo appearance by three-year-old Adam “Brooks” Firestone, the son of Andrew Firestone of “The Bachelor” fame and great-great grandson of Firestone Tire & Rubber Co. founder Harvey Firestone.
To view the “Anthem” spot, visit www.FirestoneTire.com/DriveAFirestone.
