CDP Firestone work displays tyre safety across 16 countries

CDP is rolling out a dramatic new pan-European TV campaign for Firestone Tyres.

CDP is rolling out a dramatic new pan-European TV campaign for

Firestone Tyres.



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

Firestone.



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

tyres.



The voiceover says: ’Next time you choose a tyre, all we ask is you

remember why.’



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

through CDP.



The TV work has been produced in five different time lengths and will be

supported by pan-European press and posters, also through CDP.