Ad of the Day: Firestone Gets Romantic With an Adorable Tale of Young Love

Lance Acord spot set to perfect Daniel Johnston track

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.

CREDITS

Client: Firestone

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