Goodyear yesterday announced that NASCAR driver Dale Earnhardt Jr. will be featured in a series of broadcast, digital and print ads. The creative materials draw on Earnhardt Jr.'s personal connection with the brand. Goodyear will promote the creative with a media plan and social media support. Goodyear.
ADWEEK's Christine Birkner noted a Goodyear TV spot, titled "Driven Like Jr.," by GSD&M, Austin, will "debut during this Sunday's Daytona 500." The ad "shows the likeness of a young Earnhardt growing up watching his late father" Dale Earnhardt race on TV. Viewers will then see Earnhardt Jr. "race go-karts and eventually clinch his own NASCAR victories, all interspersed with flashes of Goodyear tires." The spot was "shot at Concord Speedway … where Earnhardt won some of his first races." Goodyear has been the official tire of NASCAR "for 60 years, so although Earnhardt and all NASCAR drivers have had a longstanding relationship with the brand, this is the first Goodyear ad he is appearing in." ADWEEK.com