Currently airing on a variety of popular television programming is the new ad, entitled "Reluctant Dog," which delivers a message about ComforTred Technology’s smooth, comfortable and quiet ride with an amusing tale of most dogs’ joy of riding in cars.

Produced by Goodyear’s creative agency, McCann Erickson, the TV spot again uses the talents of the two fictional pilots of the Goodyear Blimp, who view from above a "showdown" between a man and his dog. The man tries to convince his pet to get into his car, but the dog stubbornly refuses. From the air, the blimp pilots discuss the familiar knowledge that dogs usually enjoy riding in cars, but this particular dog seems to have recognized that the man’s car is equipped with something other than Assurance ComforTred tires. Meanwhile, another dog happily rides by in a vehicle outfitted with Assurance ComforTred tires.

This humorous opening leads into a relevant technology message that tells viewers about the special layer between the tread and the belt, which helps to give the ComforTred its smooth and comfortable ride qualities.

For Goodyear, the new ad is a departure from past practice, as the Assurance ComforTred has never been the subject of a national advertisement since its introduction in 2004. During Goodyear’s Annual Dealer Conference in February, the ad was previewed for attending customers.

The "Reluctant Dog" ad can be seen on an assortment of programming this spring on ESPN networks, TBS, TNT, E!, National Geographic and Sci Fi.

In addition, Goodyear is supporting its retailers by promoting Assurance ComforTred through print advertising - in publications such as Sports Illustrated, Time, Real Simple, Parents, Popular Mechanics, Budget Travel and This Old House - with an addition of new sizes in the ComforTred line, and with new in-store point-of-sale displays.

Goodyear is one of the world’s largest tire companies. The company employs about 70,000 people and manufactures its products in more than 60 facilities in 26 countries around the world. For more information about Goodyear and its products, or to find the nearest Goodyear retailer, go to www.goodyeartires.com.

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