You don't expect strong storytelling or cinematic filmmaking from tire companies. But that's what Leo Burnett has been delivering for Firestone in an ad campaign that continues with this gorgeous spot about the thrill of young love—and the unforeseen obstacles that might get in its way.
The spot, set to debut Friday night on CMT's Crossroads, was directed by Lance Acord of Park Pictures (who also, of course, directed Volkswagen's "The Force" and Nike's "Jogger," among many other ad hits)—and he lets the mystery build nicely by cutting between scenes of two couples, whose relationship at first is murky. The ad also makes great use of the genius songwriter Daniel Johnston, whose track "True Love Will Find You in the End" gives the commercial just the right off-kilter tone—a perfect accompaniment to the young couple and their impulsive, romantic decision.
The brand's "Drive a Firestone" campaign, which launched in 2012, aims to capture the role that well-maintained cars have in people's lives. This ad, in particular, highlights the durability and dependability of Firestone tires.
"These commercials reveal unassuming slices of rural Americana, placing people who love their well-traveled cars in relatable situations," says Burnett executive creative director Charley Wickman, adding that the agency wanted to capture the "rawness of humanity" through evocative storytelling.
The brand will run the full 90-second spot—no cutdowns—throughout its TV flight. It will also air on The Voice on April 14, on Nashville on April 30, on AMC Presents: An All-Star Tribute to the Troops on May 20 and on the CMT Music Awards on June 7.
Agency: Leo Burnett, Chicago
Campaign: "Drive a Firestone"
Ad: "Pick Up"
Chief Creative Officer: Susan Credle
Executive Creative Director: Charley Wickman
Creative Directors: Britt Nolan, Mikal Pittman
Art Director: Mike Costello
Music Director: Chris Clark
Copywriter: Pete Lefebvre
Executive Producer: Juan Woodbury
Production Company: Park Pictures
Director: Lance Acord
Executive Producer/Owner: Jackie Kelman Bisbee
Executive Producer: Mary Ann Marino
Head of Production: Ann Bobroff
Producer: Michaela Johnson
Editing Company: Whitehouse Post
Editor: Russell Icke
Editorial Assistants: Caleb Hepler, Brandon Porter
Producers: Joanna Manning, Laurie Adrianopoli
Executive Producers: Joni Williamson, Dan Bryant
Finishing Company: Carbon VFX
Partner, Executive Producer: Frank Devlin
Creative Director: Chris Noellert
Senior Flame Artist, Online Editor: Pete Mayor
After Effects: Wes Kandel
Computer Graphics Artist: Matthew Stevens
Associate Producer: Nick Vassil
Flame Assistant: Jim Gomez
Sound Company: Another Country
Sound Engineer: John Binder
Sound Producer: Joanna Woods