Goodyear says the fast is in us
Goodyear launches a new global campaign celebrating Eagle Performance Tire.
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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.
Nearly two in three US tire buyers know which brand they plan to purchase months before they need new tires. Through a thoughtful, long-term marketing and brand repositioning effort, Goodyear is working to change that.
After 45 years, millions of drivers, and a legacy built on performance, Eagle enters its next era with a simple belief: Fast isn’t new to us. It’s the way we’re built. Through cinematic, emotionally charged storytelling, Fast Is In Us taps into the instinctive human desire for speed, reintroducing Goodyear to a new generation of performance-minded drivers who value prestige, precision, and the thrill that first sparked their love of cars. In doing so, it transforms a tire brand into a broader cultural statement.
Credits
View on- Agency BBH/New York
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- Director Salomon Ligthelm
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Credits
View on- Agency BBH/New York
- Director Salomon Ligthelm
- Voice Over Ayrton Senna
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency BBH/New York
- Director Salomon Ligthelm
- Voice Over Ayrton Senna
The platform debuts at the Kentucky Derby, where the Goodyear Blimp will signal the new direction with a playful nod to the crowd: “Did someone say horsepower?”
For a brand as established as Goodyear, this campaign marks its first global effort built around the full Eagle family rather than a single product. It reflects a belief that emotion and culture can unlock momentum in a category historically led by performance specs and engineering metrics. The refreshed brand platform also introduces an updated design system and renewed brand values, signalLing a broader evolution for the Eagle franchise beyond advertising alone.
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.
J.J. Kraft, VP Global Creative at Goodyear said: "Eagle isn't a product line, it's a piece of car culture. Fast Is In Us is a comprehensive platform built to put Eagle back at the centre of that enthusiasm. It expresses performance through feel and confidence behind the wheel, not just numbers on a page. It stands as one global campaign idea with the range to live across motorsport, retail, and culture, and the ambition to lead the category, not chase it. For these drivers, Eagle is more than a tire, it's a badge of devotion for drivers who respect the craft behind performance and demand confidence, responsiveness, and control every time they drive. Fast, in this world, isn't something you switch on. It's something you live."
Alex Booker, Head of Creative, BBH USA adds: “Falling in love with fast cars isn’t something we choose. It’s just something that happens. We hang posters of dream cars on our walls, play with the toys, and even sleep in racing car beds. “Fast is in us” brings that love of fast cars to life through the imagination of two kids living out their wildest fantasies behind the wheel. Reintroducing Goodyear to a new generation of performance-minded drivers who value prestige, precision, and the feeling that first sparked a lifelong obsession.”
