The Goodyear Tire & Rubber Company, is taking the next step in its brand resurgence with the launch of "Fast Is In Us", a new global brand platform for its Goodyear Eagle tire family. Debuting at the Kentucky Derby, the campaign builds on the momentum of last year’s STILL campaign, which firmly reaffirmed Goodyear’s iconic status.
The campaign was created in collaboration with Publicis P1T Crew, creatively led by BBH USA. Through stunning cinematic storytelling, set to the iconic track Money for Nothing by Dire Straits, the work taps into a universal truth: the childhood obsession with speed, race cars, and dream vehicles never truly leaves us. The spot is underscored by a voiceover from the legendary Brazilian racing driver Ayrton Senna. It features cinematic direction from Salomon Ligthelm, who brings a world-building aesthetic that grounds the brand in the visceral feeling of driving.
The campaign will roll out globally across TV, out‑of‑home, digital, social, and premium motorsport moments like the 24 Hours of Le Mans and other elite racing and enthusiast events around the world.
