NASCAR driver Mark Martin
relies on Goodyear tires on the track, but he also
depends on Goodyear truck tires to transport his car
between race venues. That is why Mark and his
truck driver, Dennis Ritchie, are featured in Goodyear's
newest advertising campaign for the Goodyear G397 LHS steer tire.
"NASCAR drivers are naturally very particular when it comes to their cars - on and off the track.
The fact that NASCAR teams select Goodyear tires for their transport
vehicles speaks volumes," said Mike Thomann, marketing manager for
Goodyear Commercial Tires. "The message of the advertising campaign is
clear: If a top NASCAR driver like Mark trusts his valuable cargo to
Goodyear truck tires, then you can, too."
The advertisement, designed by J. Walter Thompson U.S.A. Inc., features
Mark and Dennis standing in front of Mark's race car and transport
truck. The G397 LHS tire is highlighted in a box.
The ad's theme is "How the stars get to the race."
"The ad strikes a chord among commercial truck drivers. Even before
NASCAR's popularity surged in the general public, people in the trucking
industry tended to follow the sport closely," said Thomann. "Like
NASCAR drivers, commercial truck drivers are intimately familiar with their
vehicles and demand the best possible performance out of them."
The G397 LHS has been through the rigors of testing typically associated
with high-performance tires.
"We tested this new design against proven race car tire technology. As a
result, we produced a tire that has not only enhanced durability and
retreadability, but improved cornering and handling capabilities," said
Thomann.
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