Leagas kicks off debut TV spots for Goodyear

Goodyear is adopting a new, hipper image with its first campaign through Leagas Delaney which is breaking across Europe this April.

Goodyear is adopting a new, hipper image with its first campaign

through Leagas Delaney which is breaking across Europe this April.



The agency is attempting to make an emotional bond with consumers in

this low-interest category, using exploration as the key theme in the

new campaign.



The exploration theme, which the agency believes represents an inherent

desire in everyone, will be used as a backdrop to introduce product

innovations.



The first ad features a couple travelling around Guatemala in a beat-up

Volvo estate. The laid-back voiceover, supplied by the jazz musician

Gill Scott Heron, offers advice for the road such as ’go where the road

takes you’ and ’take the scenic route’. The commercials use the endline:

’We discover. You explore.’



The first series of ads, which are set to music by Groove Armada,

promote the company’s new fuel-saving tyre, with Heron saying ’do

something for the planet’ in each execution. As the campaign progresses,

different amazing journeys will be made to feature the different tyres

in the Goodyear range.



The campaign was written by Ros Sinclair, art directed by Sean Thompson

and directed by Doug Liman through Serious Pictures. Media planning and

buying is by Universal McCann.



Rainer Keinath, Goodyear’s European advertising director, said: ’We have

reviewed the brand strategy from the ground up and Leagas Delaney has

devised a new communications approach that will set Goodyear apart from

the competition.’



Tim Delaney, creative director at Leagas Delaney, said: ’People have

always had the desire to travel, explore and discover. Goodyear, with

its rich history in tyre innovation, has always helped and encouraged

these journeys to take place. It’s a natural positioning for the brand.’



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