Aging US car parc the focus of latest Firestone ad campaign

Firestone is a car company. This is the message at the heart of Bridgestone America’s new brand campaign. Titled “Drive a Firestone”, the campaign hinges on the notion that, while it doesn’t actually produce cars, Firestone is indeed a car company. The tyre maker’s message is that regardless what a motorist drives, Firestone tyres and the service its retailers provide can help make their car run stronger, longer.

“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,” said Philip Dobbs, chief marketing officer, Consumer Tire Division, Bridgestone Americas Tire Operations. “Firestone, with its extensive line of durable and dependable tyres and more than 1,600 Firestone Complete Auto Care automotive service centres 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 commercials use scene set-ups typical to those found in a new car commercial, only later to reveal more seasoned makes and models as the ‘stars’ of the campaign. Creative input for the campaign comes from of Chicago-based Leo Burnett, 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,” said 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.”   

Four television commercials form the core of the campaign, and these are joined by print and radio advertisements.