Off-Road Tires Go in New Direction

Russian artist Boris Lyubner, who has illustrated advertising campaigns for Nike and AT&T, has brought his talents to a new business-to-business print series from Dye, Van Mol & Lawrence for its Bridgestone/Firestone Off Road Tire Co. client.
The print campaign consists of two spread and four full-page color ads from the Nashville, Tenn.-based agency. The work will break in the November editions of such publications as Aggregates Manager, Engineering & Mining Journal, Modern Tire Dealer, Tire Business, Pit & Quarry, Equipment Today, Construction Equipment and Heavy Equipment News. Advertising messages are targeted at decision makers involved in the transportation, mining, quarry and construction industries.
“The [companies] that run ads in those publications run bad photos of big-ass truck tires,” said agency partner and creative director Chuck Creasy. “We wanted to break out of that. With two brands [Bridgestone and Firestone], we felt we needed to do something different.”
This is the first advertising effort from the agency since it won the account. The work switches the emphasis from the tire company and places it on the needs of customers.
The theme of the new advertising, “Wherever you work, we work,” is geared toward people like fleet managers and company owners that are responsible for making tire purchases. Field research told the agency that the professionals who make such buys are proud of their jobs and the rugged work environments.
“Some of these tires are huge,” Creasy said. “They can cost thousands of dollars, so it’s an important purchase. But we’re also trying to appeal to the pride and the work ethic of those people.”
The Nashville-based client is an operating company of Bridgestone/Firestone Inc. The unit bills itself as the only North American tire manufacturer dedicated solely to off-road products.
Campaign credits at Dye, Van Mol & Lawrence include creative director Creasy, art director Dale Addy, copywriter and associate creative director Kerry Oliver and illustrator Lyubner of Park City, Utah.