JAN DE BONT TO
DIRECT GOODYEAR ADVERT
Copyright 2004 www.tombraiderchronicles.com
[ April 26th 2004 ]
and promote its new brand of Assurance tires in
North America, The Goodyear Tire & Rubber Company
is launching one of the most intensive media campaigns
in its history. On April 26, Goodyear's 30-second
television commercial for Assurance will debut
on both network and cable television, including
ABC, CBS and NBC, along with ESPN, MSNBC, TBS,
CNBC, The Discovery Channel and The History Channel.
spot, highlighting the any-weather capabilities
of Assurance featuring TripleTred Technology,
will run most often during prime- time programming
hours. During the week, it also will be seen in
such popular late-night programs as "The Tonight
Show with Jay Leno" and "Saturday Night Live"
on NBC, "Late Show with David Letterman" on CBS
and "Jimmy Kimmel Live" on ABC. It will also run
during NBC's coverage of the Kentucky Derby on
the ad will appear on programs including SportsCenter
and the NBA Playoffs on ESPN, "Automobiles" on
The History Channel, "American Chopper" on Discovery,
"The Dennis Miller Show" on CNBC, "Seinfeld" and
"Friends" on Turner Broadcasting and "Hardball"
on MSNBC. "This is Goodyear's biggest advertising
campaign since the launch of the original Aquatred
tire in 1992. The significance of two breakthrough
tires and the introduction of a new Goodyear sub-brand
- Assurance - certainly merits this kind of investment,"
said Mike Kitz, Goodyear's vice president, marketing
and brand management.
commercial shows a driver confidently traveling
in a car equipped with Assurance featuring TripleTred
Technology tires, even when he encounters larger-than-life
rainfalls, snowstorms and boulders. "We want consumers
to comprehend that Goodyear Assurance tires offer
them peace of mind in any weather conditions.
We want them to know that Assurance tires are
different, thanks to the use of innovative technology
and an after- sale assistance package," said Kitz.
tire features outstanding traction through three
unique tread zones - Water Zone, Ice Zone and
Dry Zone. The Assurance tires also carry an 80,000-mile
tread life limited warranty and a Driver Assurance
Package that includes such elements as roadside
assistance and a 30-day no- obligation trial period.
The Hollywood-style TV spot and a related mini-film,
which is slated to be shown as a pre-movie clip
in select cinemas, were developed by Akron-based
agency, Hitchcock Fleming & Associates, with which
Goodyear has been doing business for more than
the 30-second TV commercial and the 90-second
film were shot on location in Iceland and directed
by critically acclaimed film director Jan De Bont,
best known for such action-thrillers as "Speed;"
"Speed II: Cruise Control;" "Twister;" "The Haunting;"
and "Lara Croft Tomb Raider: The Cradle of Life."
Additionally, both the Goodyear TV commercial
and the cinematic film feature the voice of Patrick
Stewart, who played Captain Jean-Luc Picard on
the hit TV series "Star Trek: The Next Generation,"
and Charles Xavier in the feature film "X-Men."