Firestone Advertises To Restore Image

Firestone Tires, in a bid to reassure consumers that its tires are safe, is launching a print and TV campaign featuring John Lampe, chief executive of parent company Bridgestone/Firestone Inc.

Scheduled to break April 6, the “Making it right” campaign features racecar drivers Michael and Mario Andretti and highlights improvements the company has made in manufacturing.

“We know every person riding on Firestone tires wants to feel confident that they will get to their destination safely,” Lampe said in a statement. “In the past few months we have carefully examined the way we do business and are making significant changes and enhancements along the way. The [campaign] outlines those enhancements and is an important part of our commitment to restoring public trust in the Firestone brand.”

Ads from Grey Worldwide in New York attempt to restore consumer confidence after last August’s recall of Firestone tires, whose failure has been linked to 100 deaths in the United States.

Print executions are slated for The Wall Street Journal, USA Today, Tire Business, Modern Tire Dealer, Automotive News, Ward’s Auto and other publications. TV spots are set to run on network news programs and on cable news and entertainment channels.

Bridgestone/Firestone is based in Nashville, Tenn., and manufactures tires under the Bridgestone, Firestone, Dayton brands among others.