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Firestone - Do Truck Stuff: "Lee Rides Again"

The new campaigns for Firestone tires and automotive service provider Firestone Complete Auto Care stray from traditional automotive advertising with a tongue-in-cheek view of today’s consumer habits, such as truck owners neglecting to use their truck as the powerful machine that it is, and the renewed appreciation of handcrafted products and services. The “Do Truck Stuff” campaign explores what’s possible when truck owners get Firestone tires and finally realize the full potential of their trucks. In the TV spot “Lee Rides Again,” Lee gets inspired to do real truck stuff, like mud bogging, crushing a toy car like a monster truck and finding the perfect secret fishing spot. Thanks to his Firestone Destination A/T tires, he’ll be able to conquer any terrain he encounters.


Art Director: Mike Costello

Creative Agency

Copywriter: Pete Lefebvre

Executive Creative Director: Charley Wickman

Chief Creative Officer: Susan Credle

Print Producer: Nia McCarthy

Executive Producer: Juan Woodburt

Production Company

Production Company: Biscuit

Photographer : Vegard Breie

Editorial & Online: Rock Paper Scissors, Adam Pertofsky

Post Production / VFX

Studio: A52