Leagas Delaney in new campaign for Goodyear EfficientGrip Tyres
London, May 5, 2010 :-
Leagas Delaney is behind a new viral ad campaign for tyre brand manufacturer Goodyear that humorously underlines the green credentials of its EfficientGrip range.
Two 60 second-long spots bring to life the proposition that Goodyear EfficientGrip is better way to save money on fuel contribute to the environment that some of the alternatives.
In ‘Electric Fence’, we see a female eco-warrior chaining herself to an electric gate outside a power plant. She’s protesting against environmental change and carbon emissions from the plant.
Suddenly the electric gates starts to open and we see the woman starting to panic. The spot ends with the line: “There is a better way to do your bit for the environment. EfficientGrip with reduced fuel consumption.”
Suddenly the electric gates starts to open and we see the woman starting to panic. The spot ends with the line: “There is a better way to do your bit for the environment. EfficientGrip with reduced fuel consumption.”
In the second execution, ‘Roller’, three guys drive an old sedan in the countryside. The clever driver gets the idea to switch off the ignition to save fuel and they start rolling down the hill.
As the car picks up speed, the swerve to avoid a cyclist. The driver laughs but panics when he tries to use the brakes – they don’t work.
They all start to scream as they continue through some bushes, crashing into a shed causing an explosion of feathers and hens flying around and the airbags blowing out crushing the driver his seat.
They all start to scream as they continue through some bushes, crashing into a shed causing an explosion of feathers and hens flying around and the airbags blowing out crushing the driver his seat.
It ends with the message: “There is a safer way to save money on fuel. EfficientGrip with reduced fuel consumption.”
The idea behind the viral is to clearly differentiate and position Goodyear EfficientGrip, thanks to its FuelSaving Technology, as the tyre of choice for safety conscious drivers who wish to save money on fuel while contributing to a better environment.
Paul Joosten, director of marketing, consumer tyres ies and motorsport EMEA, said:
“EfficientGrip is one of our most important consumer productspassanger car tyres, combining consumer's desire for tyres that are good in wet, and at the same time provide reduced fuel consumption.
“We wanted to make sure we engage with the consumers on different platforms and virals have proven to be an effective way of engaging with the audience on an emotional level, and connecting with those we wouldn’t reach otherwise.”
Tim Delaney, creative director at Leagas Delaney, said: “For Goodyear, we have produced two darkly humourous viral films which show how sometimes when you try and do the right thing to help the environment, it doesn’t always go to plan.
“The two spots highlight how using Goodyear EfficientGrip tyres is a safer way to do your bit for the environment.”
The campaign is being seeded by Go Viral WHEN?
CREDITS
- Creative Agency Leagas Delaney
- Creative Director Tim Delaney
- Art Director Colin Booth – ‘Electric Fence’, Chris Clarke ‘ Roller’
- Copywriter Ben Stilitz – ‘Electric Fence’, Matthew Moreland – ‘Roller’
- Account Director Francesco Squatrito
- Account Manager Alma Saffari
- Agency Producer Sue Cooke
- Director/ Production Co Roenberg at Station Films
- Producer Adam Lyne
- Post Production Framestore
- Media planning/buying Seeded on-line by Go Viral
