CDP is rolling out a dramatic new pan-European TV campaign for
The advertising, which breaks on 15 March, uses powerful images to build
on the ’science of safety’ theme seen in CDP’s last work for
The commercial, which will be shown in 16 countries, was shot in seven
locations across Argentina. The film opens with an aerial shot of a city
dotted with skyscrapers. The camera tracks down to ground level and
shows a young child with blonde curls, sitting in a blue car seat that
appears to hover above the road as if the girl were in an invisible car.
The child then passes through a variety of driving scenarios, taking in
the surroundings but oblivious to the dangers.
The film follows the child’s journey through the city streets before
panning out to the countryside and the open road.
The ad ends as a sheet of glass tumbles from a lorry and splinters on
the ground in the path of the floating child. The child is brought to an
emergency halt in her chair and four tyres appear around her, making it
clear she has been protected in her invisible car by Firestone
The voiceover says: ’Next time you choose a tyre, all we ask is you
The ad was written by John Cook and art directed by Noel Hasson. It was
directed by Steve Green at Rogue Films. Media planning and buying are
The TV work has been produced in five different time lengths and will be
supported by pan-European press and posters, also through CDP.