GOODYEAR // DALE JR
With the retirement of Dale Earnhardt Jr., Goodyear asked us to find a way to make his story resonate not just with NASCAR fans, but with everyday drivers. Taking inspiration from Jim Croce’s classic song, "I Got A Name," we decided to tell Dale Jr.’s story beyond the race track. Using a cover by Jim’s own son A.J., the song suddenly takes on new meaning for both men—the sons of American icons whose fathers both passed away tragically. It’s a story about fathers and sons, the names we’re born with and the ones we make for ourselves.
BROADCAST // PRINT // SOCIAL // EDITING
The ad premiered during the Daytona 500 as Dale Jr. served as Grand Marshal in his first race since retirement. Overhead, the Blimp changed its name to pay tribute to all those who make their own.
RESULTS
In the first two weeks following Daytona, the spot received 4.2 million views online and 455 earned media and social placements, resulting in over 795 million earned impressions. Several feature stories followed in ESPN, USA Today, Forbes, the Associated Press and more.
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Prior to the success of the “Make a Name” campaign, we launched the Goodyear/Dale Jr. partnership with a new spot called “Made.” Highlighting the parallel story of the making of a Goodyear tire with that of Dale Jr., we see how the two were both cut from the same cloth—rubber. The spot was well-received by fans and debuted during the Daytona 500.