Firestone breaks pan-Euro tire campaign

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LONDON -- Firestone, the tire brand owned by Bridgestone/Firestone, breaks on March 15 a pan- European TV campaign that will run in 16 countries. The campaign, developed by CDP, London, was shot in seven locations across Argentina and uses images to further develop the "Science of Safety" theme established in CDP's last work for Firestone.

The ad focuses on a child floating through a variety of sinister driving environments, oblivious to the dangers that surround it. The commercial ends as four tires appear around the child, making it clear that it has been protected in its invisible car by the Firestone tires. The voice over says: "Next time you choose a tire - all we ask is that you remember why."

"The new work is certainly impactful and it will play a major role in further building the brand across Europe," says Firestone European Advertising Manager Eric Dendauw.

CDP Managing Director Chris Macleod says: "The challenge was to produce a commercial that was appropriate for all major European markets, and that powerfully communicated the safety positioning of the brand."

Copyright March 1997, Crain Communications Inc.

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