Goodyear Tire & Rubber, Akron, Ohio, said it fired Leo Burnett
Co. as the agency for its $25 million Latin American and Asian business this month following continued controversy over a commercial its Lima, Peru, affiliate, Causa Publicidad, had created. The spot, which aired briefly in Peru in January 1997, compared the strength of a Goodyear tire to a black man's lips. The commercial was cited in a program about racially-insentive ads that aired over WOR-TV, New York, last summer and then again in November. Goodyear took action after the November repeat airing. Burnett has severed releations with Causa Publcidad. "The issue right now is racial insensitivity," said spokesman Chris Asked, director of public affairs. "We've apologized to a number of individual organizations."
Copyright December 1997, Crain Communications Inc.