Bridgestone/Firestone to launch new ad campaign

NASHVILLE, Tenn. (April 5)—Bridgestone/Firestone Inc. will try to win back confidence in its Firestone brand by using a two-phase print and broadcast advertising campaign set to debut April 6 in national newspapers. The campaign, "Making it Right," features the tire maker´s top executive John Lampe and famed racing drivers Mario and Michael Andretti. It will emphasize quality enhancements the firm has instituted in the wake of the recall of 6.5 million P-metric light truck tires and draw attention to extended warranties. The television ads will run on network morning and evening news programs, primetime news magazines and cable news and entertainment channels, Bridgestone/Firestone said, and will reach an estimated 80 percent of the U.S. adult viewing population. Grey Worldwide designed the campaign.