Nothing achieves dramatic tension like the sight of a hedgehog cheating impending death as it crawls nail-bitingly slowly across a country road.
Goodyear uses the ruse in its latest integrated campaign, devised by Leagas Delaney, to emphasize Goodyear as the tyre of choice for safety conscious consumers.
The ad has the famous Goodyear airship floating in the background as a reminder underlying the importance that both drivers and Goodyear contribute to safety on the road.
The airship comes to life as a “flying laboratory”, where its team looks after drivers on their journey.
Clear and straightforward statistics are accompanied and balanced by a second line that adds human touch and light-heartedness to the campaign. This fresh and positive tone-of-voice clearly differentiates Goodyear in the category.
The new campaign also features a new corporate identity created by Carbon Design, systematically reintroducing Goodyear’s blimp as a key branding device.
Leagas Delaney managing director Elliot Moss explains,"Our new work for Goodyear is a modern and fresh take on tyre advertising. And we've re-introduced the iconic Blimp as it is one of the most recognisable brand icons in the world."
Goodyear EMEA brand director Hans Vrijsen adds, “The objective statistics together with the revival of the Goodyear Blimp work as strong core elements for building brand power in the future.”
Goodyear has also introduces a new strapline, “Safety Together”, highlighting both Goodyear and drivers contribute to a safe journey.
The campaign will run in the EMEA region including Russia, Turkey and Kazakhstan applying TV, Print and Point of Sale communications.
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