Goodyear Taps Dr. Dre to Reboot Its 127-Year-Old Brand for the Next Generation
Goodyear Tires, at 127 years old, is undergoing a "rejuvenation" transformation. Recently, the century-old brand collaborated with rap legend Dr. Dre to launch an advertisement that artfully blends nostalgia with innovation.
The commercial opens with a scene from the classic film "Back to the Future," then uses montage techniques to weave together historical moments of the brand in film, aerospace, and motorsports, all set to Dr. Dre's iconic track "Still D.R.E." This creative fusion of retro elements and contemporary culture perfectly encapsulates the brand image Goodyear wants to convey - one that honors tradition while embracing innovation.
"We've been too focused on product development and neglected brand communication," admitted Will Roland, Goodyear's Chief Marketing Officer. To address this, they enlisted the expertise of Sean Reid, the editor known for his work on "Deadpool & Wolverine," and partnered with a renowned advertising agency to retell the brand story in a way that resonates with younger audiences.
It's worth noting that Dr. Dre, as the founder of Beats (later acquired by Apple), is typically selective about brand collaborations. Doug Grassian, Goodyear's VP of Global Communications, revealed: "What convinced them wasn't just the business opportunity, but how we interpreted the brand spirit."
Market response has validated this strategy's success. Since its April premiere during the NFL Draft, many social media users have commented they'd "consider Goodyear for their next tire change." Earlier, the brand's Instagram campaign "Blimps are cool. Buy tires" also successfully captured young consumers' attention.
Coinciding with the 100th anniversary of the Goodyear Blimp this year, the brand is reshaping its image through innovative campaigns. "We want young people to understand," Grassian emphasized, "that Goodyear isn't just a pioneer in the tire industry, but also an innovator keeping pace with the times."