Here’s a letter Goodyear Tire and Rubber Company sent to celebrities Lindsay Lohan and Amanda Bynes inviting them to participate in the company’s one-on-one driving school. The company is apparently wanting to capitalize on the celebrities’ recent well-publicized traffic accidents.
Is it fair that the company wants to use the misfortunes of celebrities to help draw attention to its brand? Some critics don’t think so. Tim Nudd, editor of Advertising Age’s blog Adfreak, is not a fan of the Goodyear initiative. “It’s definitely a cheap publicity grab, and if you’re a generally well respected brand — which Goodyear is — engaging these kinds of marketing gimmicks will only cheapen your brand accordingly.”
Alex Bogusky, formerly one of the main creative engines behind advertising agency Crispin Porter and Bogusky, disagrees. “I love this kind of thing. It’s a good way to inject tires (which are boring) into the public conversation,” he said. “And it seems to me that Goodyear knows a bit about driving and is doing us all a favor in trying to teach this woman how to drive.”
What do you think?