GREENVILLE, S.C. – March 13, 2007 – BFGoodrich Tires recently launched its 2007 national advertising campaign spearheaded by a new television commercial titled “Decisions.”  The commercial, which aired in early March on CBS, is supported by a series of 30- and 60-second vignettes known as the “BFGoodrich Tires Road Crew Challenge.”  The vignettes launched during the CBS broadcast of the NCAA men’s basketball tournament on March 10 will be integrated throughout the month surrounding the tournament.  The commercial and supporting vignettes are upbeat, energetic and promise to appeal to the BFGoodrich® tire consumer.

The nationwide print and broadcast campaign is intended to demonstrate the depth and breadth of BFGoodrich Tires’ ability to go out and win races regardless of the venue.  The television commercial features several BFGoodrich-sponsored drivers such as
X-Games rally gold medalist Travis Pastrana, two-time Formula Drift champion Samuel Hübinette, multi-time SCORE Baja 1000 winner Larry Roeseler and Rock Crawling champion Tracy Jordan.  The commercial also provides the viewer with a close-up look at the motorsports these drivers participate in and the types of decisions it takes to win.

“We have been eagerly anticipating the debut of our 2007 national advertising campaign, an integral part of BFGoodrich’s strategic plan,” said Tom Jupena, marketing communications manager for BFGoodrich Tires.  “This campaign is designed to increase BFGoodrich Tires’ brand awareness and recognition by featuring the drivers who have become motorsports champions on our tires and convey the message that BFGoodrich tires are the right choice when performance matters most.  We feel the content and placement of these ads will combine to allow BFGoodrich Tires to maximize its visibility first and foremost with passionate enthusiasts, and then beyond the realm of performance based applications to a broader consumer.”

The BFGoodrich Tires Road Crew Challenge is a contest where five passionate college basketball fans from across the country compete against each other in four different driving events.  The winner of each event takes home a set of BFGoodrich tires and the competitor with the highest point total at the end of the competition wins a trip to college basketball’s biggest weekend. 


The Challenge consists of a road course featuring BFGoodrich® g-Force™ Sport T/A® tires, an off-road course with BFGoodrich® Mud-Terrain T/ATM KM tires, a rally course with the g-Force T/A®KDW tires and a drag racing event with g-Force T/A® Drag Radials.  

The BFGoodrich Tires team led the development of the new campaign in cooperation with a senior level team from The Martin Agency, located in Richmond, Va.  The new campaign features a media plan that includes a variety of print, television, radio and Internet advertising mediums. In addition to CBS, the brand will increase its presence in “automotive enthusiast” television programming such as the “SPEED Report on the SPEED Channel,” the Bull Run on Spike TV, Extreme 4x4 and other popular automotive shows.  The television commercial is scheduled to air from March through the end of the calendar year.


Using motorsports as a proving ground for more than 30 years, BFGoodrich Tires is involved in every type of racing, including oval, sports car, drifting, drag, desert, dirt, rally (Dakar and WRC) and extreme rock-crawling.  BFGoodrich Tires combines technological expertise with vast motorsports experience, delivering a high-performance tire for every type of vehicle.  Visit BFGoodrich Tires online at www.bfgoodrichtires.com.