The new campaign and fresh television advertisement is only confirmed for Europe at this stage, but elements are expected to filter through to Australia later this year.

Speaking at the launch of the brand’s new Eagle F1 Supersport tyre range at the Ascari racetrack in Spain, Goodyear Europe vice-president and chief marketing officer Mike Rytokoski said that it was time for a brand “revitalisation”.

“Goodyear is a brand that is recognised by consumers around the world in almost every country. But even the best, most iconic brands require periodic revitalisation to ensure the brand stays relevant with a changing generation of consumers,” he said.

“This revitalisation will continue to build on those attributes that have made the Goodyear brand great, it continues to reinforce our heritage and history in discovering innovation, technology and speed.

“But the one thing we’re looking to do a little bit differently is evolve from just talking about the functional product benefits to also talking about emotional benefits.

“If you look at automotive advertising, automotive advertising typically focuses on the journey, but we’re going to focus our new advertising on the destination.”

Mr Rytokoski said the initiative will skew towards a younger audience who seek adventure and excitement, and who will also be the new generation of consumers.

“We call this consumer, these younger-generation consumers, ‘life’s doers’,” he said.

“These are consumers who love to discover new things, consumers who like cars, consumers who love driving, but they like to drive to get somewhere and do something exciting.

“By doing this, we’re bringing more emotion to the category advertising, and the theme of our advertising campaign that we have developed for Europe, is called ‘Start something great today, go Goodyear’.”

Produced in Los Angeles for a more ‘Hollywood’ feel, the TVC features a Nissan Skyline R32 GT-R and classic muscle cars driving to various locales by young people.

However, when asked by GoAuto if the same video can be expected to arrive Down Under, Goodyear Asia-Pacific product director of consumer tyres Jenner Powell said the same TVC might not air in Australia, but the “spirit” of the initiative will carry over.

“We are looking at our brand and brand identities, we’re looking at different campaigns to be able to promote this new image of the brand,” he said.

“I think it’s more the spirit of what these (young) people represent and in the future they will be the mass consumers right? So, it is important we understand how we want the brand to evolve with the evolution of the consumers as well.

“We have the markets that we have to look at, we have to look at the consumers, and then put everything together to see how we can best serve the markets.”

By Tung Nguyen in Ronda, Spain