FINDLAY, Ohio—Cooper Tire & Rubber Co. has unveiled a national ad campaign that it said introduces "drivers everywhere to a trusted source of tire advice—Uncle Cooper.
"Personifying a no-nonsense relative who is expert in all things automotive, Uncle Cooper will never steer drivers wrong about the right tires," Cooper said.
The new campaign began Sept. 30 and includes television spots on MotorTrend.com, DIY Network and HGTV, as well as digital and print ads.
Cooper collaborated with Minneapolis-based Fallon Worldwide on the campaign.
Uncle Cooper was inspired by consumer research conducted for Cooper that shows consumers lack confidence in their tire-buying decisions.
"(Consumers) are anxious about tire purchases, which are expensive and often must be made quickly. Drivers also reported that, despite a wealth of available information, they often have lingering questions after the purchase," Cooper said.
"Consumers consistently tell us they need someone they can turn to for straightforward advice on tires," Jessica Egerton, Cooper Tire's director of brand development, said. "Now, through Uncle Cooper, we can offer that advice in an extremely relatable and engaging way. We are telling consumers, 'You don't have to be a tire expert because now you have an uncle for that.' When Uncle Cooper says, 'Go with the Coopers,' drivers can feel confident in their tire choice."
Egerton said that the campaign is designed to reach the everyday driver, a demographic that seems to be lost in many tire ad campaigns that focus on extreme off-road abilities of tires or even the performance of tires of race tracks.
"Through Uncle Cooper, we want to engage all drivers with useful information and a bit of humor, ultimately providing consumers with confidence in their tires."
The new campaign replaces the "Count on Cooper" campaign—featuring the "Tires on the ground go round and round ..." theme song—that's been running since 2015.