• by Tanya Gazdik , May 15, 2018

Bridgestone Retail Operations is showing off its best asset — its genuinely passionate employees — in a marketing campaign that broke Monday.

The campaign, from Leo Burnett, Chicago, showcases real, unscripted Firestone Complete Auto Care technicians discussing the passion and care they hold for their work, and is a response to the common consumer distrust and skepticism of employees within the auto service category. 

Leo Burnett took an intentionally authentic approach by foregoing storyboards and scripts, leveraging a documentary-style filmmaker and sourcing technicians through a series of personal interviews.

The campaign features 13 actual technicians sharing their expertise and passion for providing trusted tire and automotive care. 

Titled “Crew," the campaign shines a light on the important role trust plays in every aspect of the service experience at Firestone Complete Auto Care locations nationwide. Technicians offer unscripted thoughts on the importance of putting a personal touch on their work, while also sharing their deep commitment and sense of pride in providing high-quality service. 

The Fixed Right, Priced Right, Right on Time "Triple Promise,” as well as the brand's focus on keeping customers’ cars running newer and longer are brought to life through each employee's personal experiences and anecdotes.

"Our employees are our greatest asset," said Jeffrey Lack, vice president, marketing and merchandising, Bridgestone Retail Operations in a release. "Trust isn't built in a vacuum. It is built through personal connections and a shared sense of community, a handshake or a conversation. By featuring real technicians, unscripted and passionate, we are showing drivers that we take caring for their vehicles as personally as they do.”

The campaign includes 15- and 30-second broadcast spots as part of an integrated initiative that includes digital and radio advertising, in-store signage and recruitment materials.