Firestone Service Gets A Tune-Up

TV Spots From Laughlin/Constable Support MasterCare Guarantee
CHICAGO–Bridgestone/Firestone this week debuts its first national TV campaign in nine years on behalf of Firestone Tire & Service Centers with two spots from Laughlin/Constable here that look to brand the chain’s MasterCare service.
The work, which was tested in 11 markets last fall, makes the promise, “Fixed right the first time or your money back.”
The Chicago office of N.W. Ayer & Partners won the project from the Rolling Meadows, Ill.-based retail division of Bridgestone/Firestone last summer. The office was subsequently bought by and absorbed into Laughlin/Constable in Milwaukee. Media buying is handled by CPM Media Management in Chicago.
Advertising for Firestone Tire & Service Centers dropped off in recent years as Bridgestone/Firestone concentrated on its tire business. The thrust of the new spots, which broke June 7 on national cable networks, is to re-establish the MasterCare brand and position Firestone Tire & Service Centers as convenient, friendly paces for vehicular repair, said Renee Haber, account director at L/C in Chicago.
“The way people live today, they need a car place that is easier,” Haber said. “It’s a negative purchase, so if you do a good job and treat the customer with respect, they’re surprised.”
The spots use actors to re-enact real-life stories from customers who had good experiences at a Firestone shop. In one, a woman whose car has been stolen and recovered notices the MasterCare brand in her Yellow Pages and has her car towed there. “They told me exactly what needed to be done,” she enthuses. The woman, holding a child, is shown saying to a mechanic, “You’re done already?” The manager utters the guarantee at the close.
In the second spot, an actor portraying Craig Lawrence of Antioch, Calif., is chagrined to learn that his station wagon needs a special part that has to be ordered and might take weeks to arrive. But the Firestone mechanic strips the needed part from his own vehicle and fixes Lawrence’s wagon.