Goodyear's Assurance Hits Airwaves and Retail Shelves

AKRON, Ohio, April 26 -- To support and promote its new brand of Assurance tires in North America, The Goodyear Tire & Rubber Company is launching one of the most intensive media campaigns in its history. On April 26, Goodyear's 30-second television commercial for Assurance will debut on both network and cable television, including ABC, CBS and NBC, along with ESPN, MSNBC, TBS, CNBC, The Discovery Channel and The History Channel.

The television spot, highlighting the any-weather capabilities of Assurance featuring TripleTred Technology, will run most often during prime- time programming hours. During the week, it also will be seen in such popular late-night programs as "The Tonight Show with Jay Leno" and "Saturday Night Live" on NBC, "Late Show with David Letterman" on CBS and "Jimmy Kimmel Live" on ABC. It will also run during NBC's coverage of the Kentucky Derby on May 1.

On cable, the ad will appear on programs including SportsCenter and the NBA Playoffs on ESPN, "Automobiles" on The History Channel, "American Chopper" on Discovery, "The Dennis Miller Show" on CNBC, "Seinfeld" and "Friends" on Turner Broadcasting and "Hardball" on MSNBC.

"This is Goodyear's biggest advertising campaign since the launch of the original Aquatred tire in 1992. The significance of two breakthrough tires and the introduction of a new Goodyear sub-brand - Assurance - certainly merits this kind of investment," said Mike Kitz, Goodyear's vice president, marketing and brand management.

The TV commercial shows a driver confidently traveling in a car equipped with Assurance featuring TripleTred Technology tires, even when he encounters larger-than-life rainfalls, snowstorms and boulders.

"We want consumers to comprehend that Goodyear Assurance tires offer them peace of mind in any weather conditions. We want them to know that Assurance tires are different, thanks to the use of innovative technology and an after- sale assistance package," said Kitz.

The TripleTred tire features outstanding traction through three unique tread zones - Water Zone, Ice Zone and Dry Zone. The Assurance tires also carry an 80,000-mile tread life limited warranty and a Driver Assurance Package that includes such elements as roadside assistance and a 30-day no- obligation trial period.

The Hollywood-style TV spot and a related mini-film, which is slated to be shown as a pre-movie clip in select cinemas, were developed by Akron-based agency, Hitchcock Fleming & Associates, with which Goodyear has been doing business for more than five decades.

Both the 30-second TV commercial and the 90-second film were shot on location in Iceland and directed by critically acclaimed film director Jan De Bont, best known for such action-thrillers as "Speed;" "Speed II: Cruise Control;" "Twister;" "The Haunting;" and "Lara Croft Tomb Raider: The Cradle of Life."

Additionally, both the Goodyear TV commercial and the cinematic film feature the voice of Patrick Stewart, who played Captain Jean-Luc Picard on the hit TV series "Star Trek: The Next Generation," and Charles Xavier in the feature film "X-Men."

The mini-film will debut nationally on May 7, marking the first time Goodyear has used movie theaters for national advertising.

The television commercials and cinema preview - Goodyear's first product- driven advertising in five years - are part of a major print and electronic marketing campaign supporting the launch of Assurance.

A listing of available tire sizes, product benefits, a retailer locator and a preview of the TV spot can be viewed on the Assurance web location, www.GoodyearAssurance.com .