Goodyear To Debut New Creative During Daytona 500 Featuring Dale Earnhardt Jr.

Goodyear yesterday announced that NASCAR driver Dale Earnhardt Jr. will be featured in a series of broadcast, digital and print ads. The creative materials draw on Earnhardt Jr.'s personal connection with the brand. Goodyear will promote the creative with a media plan and social media support (Goodyear). ADWEEK's Christine Birkner noted a Goodyear TV spot, titled "Driven Like Jr.," by GSD&M, Austin, will "debut during this Sunday's Daytona 500." The ad "shows the likeness of a young Earnhardt growing up watching his late father" Dale Earnhardt race on TV. Viewers will then see Earnhardt Jr. "race go-karts and eventually clinch his own NASCAR victories, all interspersed with flashes of Goodyear tires." The spot was "shot at Concord Speedway ... where Earnhardt won some of his first races." Goodyear has been the official tire of NASCAR "for 60 years, so although Earnhardt and all NASCAR drivers have had a longstanding relationship with the brand, this is the first Goodyear ad he is appearing in" (ADWEEK.com, 2/17).