Goodyear is back in the spotlight with a powerful new campaign, “STILL,” created by Publicis Groupe’s P1T CREW and carried forward by BBH USA. With this ambitious initiative, the iconic brand reminds the world that it has never stopped innovating, from setting land speed records to contributing to lunar expeditions. Set to the legendary beats of Dr. Dre’s “Still D.R.E.,” the campaign reclaims Goodyear’s place in the collective imagination.
Since its inception, Goodyear has been at the forefront of numerous groundbreaking achievements: land-speed records, aircraft carrier landings, the iconic aerial coverage with its blimps, and even a significant role in space exploration. “STILL” celebrates this impressive heritage, but rather than relying on nostalgia, the campaign showcases the company’s ongoing momentum. It’s a powerful demonstration of the brand's commitment to moving forward at full speed.
The ad, directed by editor Shane Reid (known for his work on Wolverine and Deadpool), seamlessly combines striking archival footage with high-intensity modern sequences. The edit, propelled by the inimitable flow of “Still D.R.E.,” creates a fast-paced rhythm that mirrors Goodyear’s enduring energy.
By addressing the new generation while honoring its storied past, Goodyear strikes a perfect balance—showing that while it remains a cornerstone of industry, it’s more relevant than ever.
For Will Roland, Goodyear’s Chief Marketing Officer, it was time to “turn the volume back up.” For years, the brand took a more understated approach to innovation, letting its products speak for themselves. But now, with “STILL,” Goodyear is speaking loud and clear: it’s still here—and stronger than ever.
Erica Roberts, Chief Creative Officer of BBH USA, adds: “This isn’t a nostalgic film; it’s proof that the engine is still running at full throttle.” This new campaign is designed as a true accelerator, repositioning Goodyear as a competitive, bold, human, and exceptional brand.
“STILL” also marks an important organizational shift at Goodyear. It’s the first major advertising initiative under the leadership of new CEO Mark Stewart and CMO Will Roland, working alongside their new creative agency, Publicis Groupe’s P1T CREW.
By choosing to launch this campaign during the NFL Draft—one of the most-watched sports events in the U.S.—Goodyear reaffirms its connection to popular culture and its commitment to major competitions.
This strategic repositioning, supported by a compelling narrative and iconic music, sends a clear message: Goodyear is not just a witness to history, but a key player still blazing the trail.
