Auto Service World
News   July 20, 2010   by CARS Magazine


Greenville, SC — Launching this week, BFGoodrich Tires’ new national advertising campaign, focusing on the characteristics of a tree frog to illustrate the grip of new set of BFGoodrich tires. Other animal metaphors can be found throughout the campaign.

This national broadcast, print and online advertising campaign heralds a new approach for BFGoodrich Tires, providing consumers with a series of unconventional and obviously fictitious situations to help clearly visualize key tire benefits.

Among the BFGoodrich Tires’ records and accolades touted in the advertising:

Grip: The first street tire to pull a 1g turn
Acceleration: The first street tire to run a sub-eight second quarter mile
Toughness: 20 straight SCORE Baja 1000 victories

While the animal kingdom captured the spotlight for this campaign, it was supported by two stars in the automotive world.  Two-time Formula Drift champion Samuel Hubinette did the stunt driving for the spots and Rally pro Lars Wolfe provided technical and special counsel.

The BFGoodrich Tires team led the development of the new campaign in cooperation with a senior level team from The Martin Agency, located in Richmond, VA. The new campaign features a media plan that includes a variety of television, print and Internet advertising mediums.

Online and television advertising featuring the tree frog metaphor will launch on July 14. This first television spot will also be introduced on BFGoodrich Tires’ Facebook page and YouTube channel. Print versions of the tree frog will begin appearing in September issues. Cheetah and "toughness" print ads will get rotated in later in the year. Dealers are also supporting the campaign with point-of-sale materials and advertising materials designed to extend and enhance their own local marketing plans.

BFGoodrich Tires "Tree Frog" Television Ad

Behind the Scenes: BFGoodrich Tires Bolt On Campaign 

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