|
Nashville-Based Bridgestone/Firestone Is Getting
Rave Reviews For New Ad Campaign Featuring Rosanne Cash's "The Wheel"
Consumers to Choose Which Version of Song is Available for Download
NASHVILLE, Tenn. (May 6, 2003) – When singer-songwriter
Rosanne Cash wrote and recorded her song "The Wheel," in
the early 1990s, the performer could have never predicted the tune
would later get rave reviews in a new role as background music
in a tire commercial.
Bridgestone/Firestone North American Tire, LLC (BFNT) adopted
Cash's song for use in an innovative ad campaign to promote the
company's Bridgestone consumer product line. The song, from her
1993 album also titled “The Wheel,” was initially selected
by the company's agency, Grey Worldwide.
It was after the launch of the second generation of the company's
initial advertising campaign that the song started garnering attention.
Based on the number of inquiries, the company is now inviting
consumers to vote on which of the two current versions they like
best. The winning music will made into a full-length mix and will
be available for download from the company’s Web site (www.bridgestonetire.com)
at the end of the summer. To vote, visit www.bridgestonetire.com between May 5, 2003 and July 31, 2003 and look for the links.
"We actually found the tune some time ago and used it in
our campaign last year," said Dee Beck, advertising manager
for BFNT. "This year our intention was to build on past efforts
but maintain a common look and feel with the previous campaign.
We have certainly received an unprecedented response to the advertising
jingle and are elated that consumers are caught up in 'the wheel'
and its motion."
"The wheel goes round and round..." states the song's
lyrics, and so do the requests for more information about the catchy
tune -- some consumers have posted comments on Web sites or in
chat rooms, others have contacted the company directly.
Queries range from, "is the 'remix' available commercially"...
to, "it would be a shame to let it stay in the archives, never
to be heard again after the ad campaign concludes."
Another consumer voiced, "The tunes just keep running through
my head. I do have to say that this was a great leap for your company
to put this song out for your tires. I hope you get lots of sales!" Yet
another consumer emailed apologetically, "Sorry to bother
you like this. I saw your commercial and there was a song that
I liked on it but I can't find the song name. Is it possible for
you to contact or send me the name of this song? I just love the
song."
"The remixes were done specifically for our commercials and
are only 30-seconds long," said Beck. "There are five
unique mixes of the song ranging from techno, to blues/rock, to
rockabilly and even a modern rock version -- each mix varying based
on the Bridgestone-brand product it is supporting, but we only
have two on-air at the moment.”
Nashville-based Bridgestone/Firestone North American Tire, LLC,
is a subsidiary of Bridgestone Americas Holding, Inc., whose parent
company, Bridgestone Corporation, is the world's largest tire and
rubber company. BFNT develops, manufactures, and markets Bridgestone,
Firestone, Dayton and associate and private brand tires. The company
is focused on wholesale and original equipment markets, supplying
passenger, light truck, commercial vehicle, off-road, agricultural
and other tires to its customers in North America.
|
