Goodyear Launches First Product-Driven Advertising Campaign in Five Years - aftermarketNews

Goodyear Launches First Product-Driven Advertising Campaign in Five Years

Goodyear Tire & Rubber has launched an aggressive media campaign in support of its new Assurance brand of tires. Goodyear's 30-second television commercial for Assurance debuted yesterday on both network and cable television. The commercial is being aired on ABC, CBS and NBC, along with ESPN, MSNBC, TBS, CNBC, The Discovery Channel and The History Channel.

AKRON, OHIO — Goodyear Tire & Rubber has launched an aggressive media campaign in support of its new Assurance brand of tires.

Goodyear’s 30-second television commercial for Assurance debuted yesterday on both network and cable television. The commercial is being aired on ABC, CBS and NBC, along with ESPN, MSNBC, TBS, CNBC, The Discovery Channel and The History Channel.

The television spot, highlighting the any-weather capabilities of Assurance featuring TripleTred Technology, will run most often during prime-time programming hours. During the week, it also will be seen during the time slots of such popular late-night programs as “The Tonight Show with Jay Leno” and “Saturday Night Live” on NBC, “Late Show with David Letterman” on CBS and “Jimmy Kimmel Live” on ABC. It will also run during NBC’s coverage of the Kentucky Derby on May 1.

On cable, the ad will appear on programs including SportsCenter and the NBA Playoffs on ESPN, “Automobiles” on The History Channel, “American Chopper” on Discovery, “The Dennis Miller Show” on CNBC, “Seinfeld” and “Friends” on Turner Broadcasting and “Hardball” on MSNBC.

According to Mike Kitz, Goodyear’s vice president of marketing and brand management, this is Goodyear’s biggest advertising campaign since the launch of the original Aquatred tire in 1992. “The significance of two breakthrough tires and the introduction of a new Goodyear sub-brand – Assurance – certainly merits this kind of investment,” said Kitz.

In addition to the TV spot, a related mini-film was created, which is slated to be shown as a pre-movie clip in select cinemas. The film was developed by Akron, Ohio-based agency, Hitchcock Fleming & Associates, with which Goodyear has been doing business for more than five decades.

Both the 30-second TV commercial and the 90-second film were shot on location in Iceland and directed by critically acclaimed film director Jan De Bont, best known for such action-thrillers as “Speed;” “Speed II: Cruise Control;” “Twister;” “The Haunting;” and “Lara Croft Tomb Raider: The Cradle of Life.” Both the Goodyear TV commercial and the cinematic film feature the voice of Patrick Stewart, who played Captain Jean-Luc Picard on the hit TV series “Star Trek: The Next Generation,” and Charles Xavier in the feature film “X-Men.”

The mini-film will debut nationally on May 7, marking the first time Goodyear has used movie theaters for national advertising.

The television commercials and cinema preview – Goodyear’s first product-driven advertising in five years – are part of a major print and electronic marketing campaign supporting the launch of Assurance.

_______________________________________

Click here to view the rest of today’s headlines.

You May Also Like

MPA Introduces New Brake-Related Product Part Numbers

The new part numbers are offered through QB, Quality-Built and Quality-Built Black Series brands powered by MPA.

Quality-Built-brake-parts-MPA

Motorcar Parts of America Inc. announced it has introduced expanded product coverage for its Quality-Built brake pad and rotor program, with more than 20 new part numbers covering an additional seven million vehicles in operation.

The new part numbers are offered through QB, Quality-Built and Quality-Built Black Series brands powered by MPA, which serve the professional installer market. A list of the new part numbers is available here.

FCS Introduces 18 New Numbers in February

The new release includes 4 shock absorbers and 14 suspension struts.

FCS Introduces 18 New Numbers in February
Victor Reinz Reinzosil Sealant Added to Spicer CV Service Kits

Victor Reinz Reinzosil vulcanizing silicone boosts resistance to various fluids, making it sensor-safe for a wide range of applications.

Victor Reinz Semi Truck Reinzosil
Tenneco Introduces Add-On Valve Technology 

The company says the RideRefine SDD valve brings new levels of versatility, tunability and comfort to passive damper performance.

Valvoline Ushers in New Era of Environmental Stewardship

Valvoline is providing solutions for ICE vehicles to be as clean and long-living as possible to benefit the environment of today and tomorrow.

Roger_England

Other Posts

Lumileds Debuts New Philips Automotive Lighting Website

The site features an entirely new design that brings together the full breadth of the Philips portfolio of automotive lighting and accessories in North America.

Lumileds Debuts New Philips Automotive Lighting Website
AP Emissions Releases New Part Numbers for February

The 12 new SKUs cover 6 million VIO.

AP Emissions February new SKUS
Chevron Introduces New Rykon Formula to Grease Product Line

The new calcium sulfonate complex-based grease is designed for heavy-duty and extreme pressure applications.

Chevron-logo
Standard Motor Products Expands Emission Control Program

SMP’s program features more than 3,500 parts, including EVAP, EGR and positive crankcase ventilation products.

Standard Motor Products Expands Emission Control Program