GRAPEVINE, Texas (Feb. 2, 2011)—Goodyear's newest North American consumer advertising campaign, “More Driven,” will leverage the “tremendous equity the company has generated among experts over its history,” the tire maker told dealers attending its recent 2011 annual dealer conference.
Television advertising for the campaign will begin during the Feb. 20 telecast of NASCAR's Daytona 500 race, with print ads also debuting early in the month.
Developed by Goodyear and advertising agency GSD&M Idea City of Austin, Texas, the “More Driven” theme was designed to highlight the tire maker's rich history, the achievements in which Goodyear tires played an important role and the “experts” who have used Goodyear tires.
This serves to reinforce the company's primary message—that everything it has learned from making tires inspires its development of tires for consumer vehicles.