NASHVILLE, TN: Bridgestone/Firestone has unveiled the celebrity
spokespeople for its first national ad campaign since last year's US
recall of 14.4 million tires, a move predicted by PRWeek (March 12).
Late last week, Ketchum set up interviews for top Firestone executives
to talk about the effort, the first phase of which will feature John
Lampe, Firestone president and CEO. Celebrity father and son racecar
drivers Mario and Michael Andretti will spearhead the second phase. The
Andrettis have been associated with the Firestone brand for decades but
have never served as spokespeople.
Opting out of a press conference format, Ketchum set up one-on-one
interviews for Lampe and Shu Ishibashi, Firestone EVP and US
consumer-tires group president, with tire industry trades, advertising
trades and national newspapers.
The first phase of the ad campaign began April 6 with print and
The second phase will debut in early May. Ketchum VP Christopher Doherty
said the message will be tire safety. A brochure detailing the ads and
where to see them will be sent to the brand's 10,000-plus dealers.