Chicago, May 18, 2015 – Bridgestone Americas is sending a message to drivers across the country with its new Firestone ad campaigns – that it’s time to acknowledge the artisans of vehicle maintenance, Firestone auto technicians, and that it’s time for truck owners to get out there and use their truck for what it’s built to do.
The new campaigns for Firestone tires and automotive service provider Firestone Complete Auto Care stray from traditional automotive advertising with a tongue-in-cheek view of today’s consumer habits, such as truck owners neglecting to use their truck as the powerful machine that it is, and the renewed appreciation of handcrafted products and services.
“The Firestone brand connects with a distinct group of people who work hard, play hard and expect the most from their vehicles. Our new ad campaigns really celebrate the role Firestone plays in achieving those goals,” said Philip Dobbs, chief marketing officer, Bridgestone Americas. “The new spots remind people of the skill of our ASE-certified technicians at Firestone Complete Auto Care, and what’s possible when they use their trucks as they’re intended; as heavy-duty, adventure seeking vehicles.”
Firestone Complete Auto Care
In the “Handcrafted” campaign for Firestone Complete Auto Care, 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, after all, they have been working with their hands and in their more than 1,600 stores across the country—and they have since 1926.
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.
“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. The first spot for the Firestone Tires campaign, “Lee’s Day Out,” will air starting today on network and cable television. “Made By Hand” for the service brand launched on May 11.
About Bridgestone Americas, Inc.:
Nashville, Tennessee-based Bridgestone Americas, Inc. (BSAM) is the U.S. subsidiary of Bridgestone Corporation, the world’s largest tire and rubber company. BSAM and its subsidiaries develop, manufacture and market a wide range of Bridgestone, Firestone and associate brand tires to address the needs of a broad range of customers, including consumers, automotive and commercial vehicle original equipment manufacturers, and those in the agricultural, forestry and mining industries. The companies are also engaged in retreading operations throughout the Western Hemisphere and produce air springs, roofing materials, and industrial fibers and textiles. The BSAM family of companies also operates the world’s largest chain of automotive tire and service centers. Guided by its One Team, One Planet message, the company is dedicated to achieving a positive environmental impact in all of the communities it calls home.
About Leo Burnett:
Leo Burnett Worldwide believes in using creativity to drive dynamic business change for its clients. Through a HumanKind approach to marketing, the agency puts a brand’s purpose at the center of communications to transform human behavior. Part of the Publicis Groupe, Leo Burnett Worldwide is one of the world’s largest agency networks with 85 offices and more than 8,000 employees. The global agency works with some of the world’s most valued brands including Coca-Cola, Fiat, Firestone, Kellogg’s, Kraft, McDonald’s, Nintendo, P&G, Samsung and Tata among others. For the past six years, Leo Burnett has been ranked #1 in "New World Thinking" by The Gunn Report and was named an Agency to Watch on Advertising Age's 2015 A-List. In 2015, Leo Burnett was named "Network of the Year" at the International ANDY Awards and ADC Awards. To learn more about Leo Burnett Worldwide and its rich, 80-year history of creating iconic brands, visit our site, Facebook page and follow us via @leoburnett.