February saw long-time official NASCAR tire partner Goodyear debut a new ‘No Last Lap’ campaign to leverage the series’ flagship Daytona 500 race, to promote the company’s sponsorship extension and to celebrate the US stock car series’ 75th anniversary.
Goodyear, the exclusive tire for NASCAR’s top three national series, based its activation around the fact that – from dirt tracks to super speedways – Goodyear and NASCAR have ‘worked together to push the racing boundaries of performance and innovation’ for nearly 70 years.
To bring this long-time partnership and committed vision to life at the 2023 Daytona 500, Goodyear rolled out an integrated campaign built around a hero commercial.
The Akron, Ohio based brand began activating its race series partnership from the start of February in order to leverage the beginning of the new season and then began teasing its central Daytona linked campaign around two weeks before the start of the race.
The central ‘No Last Lap’ 30-second commercial which dropped online from 17 February (across the brand’s own digital and social channels) and debuted on television during FOX’s official race broadcast on 19 February was narrated by racing legend Bill Elliott and featured at-track race footage from the last seven decades – blending a nostalgic look at the evolution of the racing series with Goodyear’s role in driving the sport forward.
“This ad celebrates our shared history with NASCAR and recognizes our relentless commitment to never stop innovating,” said Goodyear VP Marketing Meg Lee. “Goodyear’s commitment to performance and constant pursuit of forward motion has guided us for 125 years and will continue to serve us as a leader in the future of mobility.”
“Goodyear’s presence is deeply embedded in NASCAR’s history, and the company has been there for my biggest wins,” said legendary driver and brand ambassador Bill Elliott. “Goodyear is known for building tires to withstand the rigors that drivers put them through each week, giving us the confidence to put it all on the edge. I’m proud to be part of two major milestones for Goodyear and NASCAR.”
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The spot rolled out as NASCAR marks 75 years of stock car racing and Goodyear celebrates its own 125-year anniversary in 2023. Indeed, Goodyear’s legacy of making and supplying motor racing tires dates back to 1954 and its partnership with NASCAR is one of the longest in motor sport history.
Indeed, in December 2022 the tyre giant activated the tie-up through a ‘Shared History Continues’ spot celebrating the history of the NASCAR/Goodyear partnership and positioning it as one of the longest-running relationships in racing history. The film itself promoted the renewal of the Goodyear/NASCAR multi-year official partnership agreement which saw the company retain its long-held status as the exclusive tire for NASCAR’s top three national series.
The deal continued Goodyear’s designation as the ‘Official Tire of NASCAR’, as well as its title sponsor of the annual ‘Goodyear 400’ (NASCAR’s Official Throwback Weekend Cup Series race at Darlington Raceway).
Other notable sports marketing campaigns from Goodyear – which is one of the world’s largest tire companies employing about 74,000 people and manufactures its products in 57 facilities in 23 countries around the world – include 2015’s ‘Goodyear Gives Back’, 2016’s ‘Akron Born’ and 2017’s ‘Blimpworthy’.
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