NASHVILLE, Tenn. (March 12)—Bridgestone/Firestone has revived and modernized the 1980s-era "Wherever Wheels Are Rolling" television ads for Firestone tires and will start airing the new versions March 21 nationwide.
BFS tripled the advertising budget for its Firestone-brand in preparation for the ads, which launched March 4 in Nashville, according to John Gamauf, president of BFS' consumer replacement tire division. The 30-second ads, which feature an updated musical score for the familiar "Where the rubber meets the road" theme, are targeted at a younger generation of consumers and are meant to energize the Firestone brand.
The company went to its dealers for advice, Gamauf said, and among suggestions, they urged a return to the popular commercial. The commercials will run primarily on cable TV stations nationwide as well as on network TV in 25 selected markets, according to Michael Fluck, director of advertising for BFS' North American tire unit.