Firestone ad pushes drivers to 'do truck stuff'

May 20, 2015

Bridgestone Americas Inc. is sending a message to truck owners across the country with its new Firestone ad campaigns – that it’s time for them to get out there and use their truck for what it’s built to do.

A new campaign for Firestone tires takes a tongue-in-cheek approach to today’s consumer habits, such as truck owners neglecting to use their truck as the powerful machine it is.

“The Firestone brand connects with a distinct group of people who work hard, play hard and expect the most from their vehicles," says Philip Dobbs, chief marketing officer for Bridgestone Americas. "Our new ad campaigns really celebrate the role Firestone plays in achieving those goals,”

The “Do Truck Stuff” campaign explores what’s possible when truck owners get Firestone tires and finally realize the full potential of their trucks. In the TV spot “Lee Rides Again,” Lee gets inspired to do real truck stuff, like mud bogging, crushing a toy car like a monster truck and finding the perfect secret fishing spot. Thanks to his Firestone Destination A/T tires, he’ll be able to conquer any terrain he encounters. In another iteration, “Ann’s Epic Errand,” Ann realizes that picking up party favors for her son’s birthday party doesn’t have to be a mundane task. She shifts gears and proceeds to do truck stuff, bringing excitement to her drive like never before. Watch "Lee Rides Again" here.

“Most people aren’t getting the most out of their trucks,” said Leo Burnett EVP, executive creative director Charley Wickman. “If you’re going to drive a truck, you should do cool truck stuff with it. Your tires should make anything possible, so the campaign focuses on all of the exciting, rugged and downright tough things that Firestone tires allow these truck drivers to do.”

The campaign consists of TV, radio, and online as well as digital and social activations.

Another advertising campaign highlights Firestone's Auto Care centers. In the “Handcrafted” campaign for Firestone Complete Auto Care, the TV spot “Made By Hand” explores the burgeoning trend toward purchasing handmade items including everything from flower-pressed soap to artisanal pickles. Another spot, “Work Shirt,” muses how people spend $30 on vintage work shirts now that it’s trendy to look like they work with their hands. The spot jests that the more than 4,000 ASE-certified auto technicians at Firestone Complete Auto Care are flattered, since they've been working with their hands in more than 1,600 stores across the country since 1926.

Watch the latest Firestone Auto Care commercials at