The Goodyear Tire & Rubber Company is launching an advertising campaign by its new agency, Austin, Tex.-based GSD&M Idea City. The effort, "More Driven," promotes the history of the brand, the role of
the company in the advent of modern tires, and professionals and experts like Richard Petty and Tony Stewart who use the tires for their own performance driving.
"Our campaign had to
be both simple and bold to cut through the clutter and engage consumers who may not even be in the market for tires," said Garth Ely, brand director. "We also needed to be flexible to successfully
deliver messages across any medium."
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