Client Not Tired Of Tire Ad

It’s every creative staffer’s dream to have one of his or her commercials appear on the Super Bowl. So imagine Phil Silvestri’s surprise when a spot he created more than a decade ago at defunct New York shop Della Femina Travisano & Partners appeared on Super Bowl XXXII.
The spot was a low-budget, single-shot production for Continental General Tire. The first Super Bowl buy for the Charlotte, N.C.-based tire company, the commercial was also the first time in his 20-year career that a spot Silvestri has worked on has appeared on the game.
“It was so bizarre,” said Silvestri, now a partner at Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York. “It was like someone switched a gear and it was 1984.”
The 14-year-old commercial (shown here), created by Silvestri, an art director, and his then-copywriter partner Joe Della Femina, shows a spokesperson demonstrating the quality of the tire using a paper diagram. The spot was placed by Wolf Group in Toronto.
–Eleftheria Parpis