Goodyear Revs Up With Brand Celebration

There’s a privilege which comes with being one of the most recognizable names in a category, and it’s that you can make ads as bold as this. “Still. Always. Forever.”, from tire maker Goodyear, is roaring with confidence, an in-your-face celebration of the brand’s legacy which also serves as a statement of continued intent.

The ad comes from Publicis Groupe’s P1T CREW, their consolidated inter-agency team dedicated to Goodyear, announced early this year. Creatively led by BBH USA, the ad serves as a way to reintroduce the brand and remind audiences of how pivotal Goodyear has been across decades of sporting, cultural and everyday moments. From Back To The Future’s DeLorean to monster truck rallies and the famous Goodyear Blimp, the brand has brought thrills and speed to American culture for generations. The ad celebrates it all in a deftly cut, exciting montage set to the beat from Dr Dre’s 1999 classic “Still D.R.E.”

If, like most of the public, you don’t spend your time thinking about tire brands, “Still. Always. Forever.” is a loud and proud reminder of how many well-loved things Goodyear has been a part of. It’s an ideal way to talk about a brand in a low-interest category, by celebrating the many associations it has rather than go into detail on the product or its legacy. Show don’t tell in full effect.

The ad lands squarely in the Top 10 of the entire auto services and parts category, with a 4.1-Star Rating predicting strong long-term growth. But it truly shines on short-term and branding metrics, getting exceptional scores in both Spike Rating (predicting sales spikes) and Brand Fluency, which measures rapid recognition of a brand. This is exactly where you’d want a branding ad to be, especially one designed as a reset for a brand’s image. The audience is firmly on board with Goodyear, knows who they are and is pumped to see more.

By its strength in both short- and long-term measures, the ad shows how it’s possible to combine creative elements well that appeal to both the left and right sides of the brain. Fast film edits, disconnected scenes and a pounding rhythmic soundtrack speak to the left-brain, is more focused and goal oriented in its attention. But the mélange of cultural references gets the attention of the right brain, which pays attention to context and relationships and is important for long-term effectiveness.

And the ad is a masterclass in matching soundtrack to visuals. “Still D.R.E.” is one of hip-hop’s best-known beats, immediately projecting strength and resilience for the generation of viewers who knew the song as kids. The editing on the ad is excellent, with the track fading out at times to allow the beat to drop back in and kick Goodyear’s commercial into a new year. It’s a perfect reintroduction for an iconic brand, and a strong foundation for what the P1T CREW delivers for Goodyear next.