Goodyear challenges Michelin, Bridgestone with TVC

The campaign, developed by McCann Erickson and Ohio-based creative agency, Hitchcock Fleming & Associates, aims to position the tyre for ultra-high performance cars. The Eagle F1 GSD3's key functional benefits include superior wet and dry handling and better noise reduction, presented in a "unique stylish design". The action packed commercial embodies the characteristics of the tyre -- sleek, powerful, dynamic, and tech-savvy -- and represents the Eagle F1 user as a modern man who is tuned into the latest cars and tyres news. The spot shows the character appreciating innovation, with a zeal for gadgets and technology. He drives an upscale sports car and outruns a jet ski on a severely flooded road; highlighting the smooth transition and complete control from the flooded road onto a completely dry road. "We wanted the campaign to be full of excitement and have a dramatic feel to it, thus energising the brand," said Martin Doyle, chief creative officer, McCann Worldgroup. Goodyear currently holds the number three position in the passenger car tyre segment after Bridgestone and Michelin in Thailand. "The ultra-high performance car segment is a fast-growing segment in Asia," said McCann Worldgroup CEO, Mark Ingrouille. "Goodyear's all new ultra high performance tire is the leader in its class as no other tyre company has a tyre as good as this." The spot will run in Thailand, Malaysia, China, the Philippines and Taiwan. Another series has been developed for the Australian market. The 30-second and 15-second TVCs will be on screen until next year. Directed by Peter Cherry from Australia, the TVC was shot in Thailand and the Bangkok-based Hub Ho Hin production house handled post-production. The campaign also includes a print ad and radio spot. Goodyear also held several events at the local level for its 200-odd dealers.