The Goodyear Tire & Rubber Company Travels Through Pop Culture to Spotlight Past and Present Achievements
The Goodyear Tire & Rubber Company is launching its most powerful campaign in decades, reminding everyone that it has always been and always will be the number one in tires.
Premiering during the NFL Draft, 'STILL' showcases Goodyear’s past and present achievements. Goodyear has delivered innovative firsts, broken records, won races, landed on aircraft carriers, provided blimp-worthy aerial coverage, and raced to the moon. This moment signifies a reset for the brand, restoring the brand’s rightful tone and focus.
The team worked with A-List editor Shane Reid, most recently known for his work for Wolverine and Deadpool, pairing a blend of powerful old and new footage, cut to the unmistakable track of Dr. Dre’s “Still D.R.E.” The track – hailed as one of the greatest hip-hop beats ever made – amplifies a message of enduring excellence and momentum while reinforcing the campaign message of “STILL Goodyear.” The body of work spans TV, streaming, digital, and social media over the next six months, permeating the brand's marketing touchpoints.
The spot is the first to launch under Goodyear CEO Mark Stewart, CMO Will Roland, and the company’s new agency partner Publicis Groupe’s P1T CREW, creatively led by BBH USA.
Will Roland, chief marketing officer, Goodyear said, “We’ve kept our heads down—working, innovating, and producing the best tires in the world—but we may have gotten too quiet about that work. ‘STILL’ turns up the volume again.”
Erica Roberts, chief creative officer, BBH USA said, “This isn’t a nostalgia reel; it’s proof the engine is still running full throttle. Goodyear is a competitive, bold, human and exceptional brand and if you ask me, it’s time they start talking about it. This is just the start.”
