Since 1955, Goodyear has been an integral part of college football, providing aerial footage for TV broadcasts with its famous Goodyear Blimp. The brand is putting the blimp front and center in its latest campaign from GSD&M, which gives the grittiest, most heroic moments in college football history a special designation—"blimp-worthy."
"The blimp is one of the most iconic corporate symbols out there. Historically, it's a great asset, and it's been there for 61 years witnessing these moments," said Seth Klugherz, Goodyear's director of marketing. "We're trying to deliver a message that transcends football; that extends to people's everyday lives. When they get knocked down, they get back on their feet and do what it takes to accomplish their goals—whether that's carrying guys on your back to eke out that extra yard, or doing something in your personal life, all of that is blimp-worthy."
TV ads will debut on Saturday with the kickoff of the college football season, and print ads will run in ESPN the Magazine and Sports Illustrated. Goodyear will also promote the campaign on social media using the hashtag #Blimpworthy.
The campaign is part of Goodyear's many college football sponsorships. In 2014, the company started a partnership with ESPN to sponsor the Goodyear Cotton Bowl Classic, which continues this year. Goodyear is also one of the official sponsors of the college football playoffs.
"From the 1955 Rose Bowl on, we've been part of the fabric of college football," Klugherz said. "There are shared values between college football and Goodyear: hard work, determination and grit. We know this really resonates with consumers."
Chief Creative Officer: Jay Russell
Group Creative Directors: Alisa Wixom, Kris Wixom, Bill Bayne, Bill Marceau
Art Director: Dale Austin
Writer: Brandon Curl
Executive Producer: Laura Busino
Director of Integrated Production: Jack Epsteen
SVP/Managing Director: Maureen Barry
Account Leadership: Jeff Orth, Cat Snyder, Gigi Baffi, Katherine LaViscount
Strategic Planning: John D'Acierno, Nicholas Howard
Business Affairs: Jo Ella Mathis, Melody Parsons
Project Management: Christina Contreras
PRODUCTION COMPANY FOR TV & PRINT
Graphics/FX: Electric Theatre Collective
Editor: Chris Catanach
Music Company: Butter