• by Fern Siegel , 2 hours ago

BBH USA has created a new spot for Goodyear, building on last year's "Still" campaign. The  "Fast Is In Us" spot is scored by Dire Straits' "Money for Nothing" and touches on children's delight with racing cars.

The global push is to introduce Eagle tires to a new generation.

Both spots were done in partnership with agency partner Publicis Groupe’s P1T CREW, creatively led by BBH USA. Alex Booker, head of creative, BBH USA, said: “Falling in love with fast cars isn’t something we choose. It’s just something that happens.”

The new era for Eagle is predicated on a basic belief: "Fast isn't new to us. It's the way we're built." The ad focuses on the thrill of speed and endurance.

The new platform debuted last week at the Kentucky Derby. It rolls out globally across TV, out-of-home, digital, social and at premium motorsport moments, such as the upcoming 24 Hours of Le Mans, and other elite racing and enthusiast events.

"Eagle isn't a product line — it's a piece of car culture. 'Fast Is In Us' is a comprehensive platform built to put Eagle back at the center of that enthusiasm. Eagle is more than a tire, it's a badge of devotion for drivers who respect the craft behind performance and demand confidence." said J.J. Kraft, VP, global creative at Goodyear.

BBH creative also includes Mentos, Tesco, Audi and Burger King.