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GOODYEAR BLENDS DRAMATIC, ABSURD IN NEW ADVERTISING CAMPAIGN

 AKRON, Ohio, Jan. 28 /PRNewswire/ -- A blend of the dramatic with the absurd provides the twist to make Goodyear's new tire commercials "rise above the clutter" when they make their debut Jan. 31 during Super Bowl XXVII, with an assist from the airship Eagle.
 The Eagle will be providing aerial coverage of the pregame activities, beginning at 3:30 p.m.
 The tiremaker will continue the aggressive advertising campaign it began in 1992, but with a new look, according to Barry Robbins, Goodyear's vice president of marketing.
 "We're after advertisements with a twist; that will stand above the clutter," Robbins said. "Look for dramatic use of the absurd -- like a guy on waterskis being pulled behind a car to demonstrate how Goodyear's wet-traction Aquatred tires cut through water to prevent hydroplaning."
 Other advertisements also will be built around simple demonstrations of product features that deliver consumer benefits, Robbins said.
 "We've found that it's just not enough to run ads that give consumers a warm and fuzzy feeling. They're saying 'show me how your tire is better,' and that's what we're going to do," he said.
 For example, he said, one ad will pit a rubber ball against a billiard ball to demonstrate the inherent trade-offs in traction and stopping ability versus excessively long treadwear. "We want the name Goodyear to be synonymous with traction in the minds of consumers," he said, "and we'll also be capitalizing on our dominant position in racing to drive home that message."
 The company's 1993 advertising will feature a broader range of products. While Goodyear will continue to capitalize on the wet traction features of its radically-designed Aquatred tire, advertising also will feature the company's Eagle high performance tires and Wrangler light truck tires.
 "We're looking to reach a broader base of consumers with the Goodyear brand message," Robbins said. "You'll certainly see us participating in major sporting events like NCAA basketball, the Daytona 500 and, of course, the Super Bowl, but we'll also be showing a broader range of Goodyear tires on prime time TV."
 Placement in selected magazines, like Smithsonian, National Geographic, Popular Science and Scientific American, will take the Goodyear brand story to those consumers who watch less television. A strong presence in the traditional auto enthusiast publications still will be maintained.
 The company will deploy its most integrated advertising ever, Robbins said, carrying a consistent look from TV to print to retail and point of sale. "The new corporate blue and yellow colors that were unveiled a year ago on Goodyear's three blimps also will be carried through in our advertising," he said.
 Ad spending in 1993 will be at 1992 levels, which had been boosted significantly over previous years.
 "We're meeting our objective to drive consumers intent to buy Goodyear," Robbins said, "and more important, that has resulted in market share gains.
 "We're going for more of the same in '93."
 -0- 1/28/93
 /CONTACT: Sue Zajac of Goodyear, 216-796-6788/
 (GT)


CO: Goodyear Tire & Rubber ST: Ohio IN: AUT SU: ADV

BM -- CL004 -- 0179 01/28/93 11:03 EST
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Publication:PR Newswire
Date:Jan 28, 1993
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