• by Fern Siegel , Yesterday

The Goodyear Tire & Rubber Company has supercharged a new campaign that illustrates the versatility of its tires.

The creative, by the company’s new agency partner, Publicis Groupe’s P1T Crew, is creatively led by BBH USA. The work spans TV, streaming, digital and social media over the next six months, including the Kentucky Derby this weekend.

It kicks off with a nod to "Back to the Future," but the spot notes the many places — from racing cars to space — where its tires are utilized.

Premiering during the NFL Draft, the "Still" ad highlights Goodyear’s past and present achievements and various innovative firsts, such as driving on the moon.

The campaign is a recap of the brand's focus: serving all tire needs. The score is Dr. Dre's "Still D.R.E," a well-known hip-hop beat.

“This isn’t a nostalgia reel. It’s proof the engine is still running full throttle. Goodyear is a competitive, bold, human and exceptional brand and if you ask me, it’s time they start talking about it. This is just the start,” said Erica Roberts, Chief Creative Officer, BBH USA.

The spot is the first to launch under Goodyear CEO Mark Stewart and CMO Will Roland.

The Goodyear Tire & Rubber Company consolidated its media, creative, production and digital services assignment with the Publicis Groupe in February.