Make No Mistake. Firestone is a Car Company.

New brand campaign celebrates iconic, multi-faceted Firestone brand

NASHVILLE, TN--Sept. 4, 2012: It has more than 112 years in tire experience; 86 years of service experience. It has serviced 11,000 makes/models and over 500 million vehicles in the last 86 years. Make no mistake. Firestone is a car company.

That's the concept of the new Firestone brand campaign Bridgestone Americas (Bridgestone) launched this past weekend during the IZOD IndyCar Series Grand Prix of Baltimore IndyCar race.

"People are keeping their cars -- be it Chevys, Toyotas or BMWs -- now longer than ever -- on average 10.8 years -- and are in need of a trusted partner to keep them running stronger for the long haul," said Philip Dobbs, Chief Marketing Officer, BATO. "Firestone, with its extensive line of durable and dependable tires and more than 1,600 Â Firestone Complete Auto Care automotive service centers and its broader Family Dealer network nationwide, is that trusted partner. We created this brand campaign to celebrate the many stages of our lives, and how Firestone helps you reach your destination -- time after time after time."

The commercials use scene set-ups typical to a new car commercial only to reveal more seasoned makes and models as the stars of the campaign. The campaign, entitled, "Drive a Firestone", is built on the core idea that while we don't make cars, Firestone is a car company. That's because whatever you drive, Firestone tires and the service provided by a Firestone retailer can help make your car run stronger, longer. It becomes a Firestone. It is the creative work of Chicago-based Leo Burnett, a prominent player in the ad business and BATO's recently-selected agency for the multi-faceted Firestone brand.

"The simple truth we've uncovered is that even though Firestone never made a single car, Firestone is a car company," said Charley Wickman, Executive Vice President and Executive Creative Director, Leo Burnett. "Because in all their years in business, they've helped to make millions run better, faster, longer and stronger."

The campaign will include four broadcast ads celebrating Firestone's tires -- one 60-second spot entitled "Anthem," as well as a traditional 30-second spot and two additional 30-second spots. The campaign will also feature print and radio executions.

Giving a nod to Firestone's brand heritage, the "Anthem" spot includes a cameo appearance by 3-year-old Adam "Brooks" Firestone, the son of Andrew Firestone of "The Bachelor" fame and great-great grandson of Firestone Tire & Rubber Company founder Harvey Firestone.

To view the "Anthem" spot, visit Drive A Firestone. For behind the scenes images from the recent shoot in California.