Goodyear pushing added ComforTred sizes via TV spots and new POS ad materials

Goodyear has started running a multi-pronged approach to promote the company’s Assurance ComforTred tire technology. The centerpiece of the advertising push is a television spot highlighting the top-selling tire.

New size options for the line and updated in-store point-of-sale displays are also part of the campaign.

Currently airing on a variety of popular TV shows, the ad, entitled “Reluctant Dog,” delivers a message about ComforTred’s smooth, comfortable and quiet ride with an amusing tale of most dogs’ joy of riding in cars.

Produced by Goodyear’s creative agency, McCann Erickson, the spot again uses the talents of the two fictional pilots of the Goodyear Blimp, who view from above a “showdown” between a man and his dog. The man tries to convince his pet to get into his car, but the dog stubbornly refuses. From the air, the blimp pilots discuss the familiar knowledge that dogs usually enjoy riding in cars, but this particular dog seems to have recognized that the man’s car is equipped with something other than ComforTred. Meanwhile, another dog happily rides by in a vehicle outfitted with the proper set of tires.

This humorous opening leads into a relevant technology message that tells viewers about the special layer between the tread and the belt, which helps to give the tire smooth and comfortable ride qualities.

For Goodyear, the new ad is a departure from past practice, as ComforTred has never been the subject of a national advertisement since its introduction in 2004. During Goodyear’s Annual Dealer Conference in February, the ad was previewed for attending customers.

The “Reluctant Dog” ad can be seen on an assortment of programming this spring on ESPN networks, TBS, TNT, E!, National Geographic and Sci Fi.

In addition, Goodyear is supporting its retailers by promoting Assurance ComforTred through print advertising running in publications such as Sports Illustrated, Time, Real Simple, Parents, Popular Mechanics, Budget Travel and This Old House.

For more information, visit www.goodyeartires.com.