How does an old pinup sell fuel efficiency?

While we're in the mood to fact-check sight gags, I thought I'd go ahead and take umbrage with this Italian ad for Goodyear. (See the full ad here.) My beef is twofold. One, outside of oil and gasoline, there’s not much that gets replaced on a truck more often than tires. That alone makes the premise of this ad seem pretty preposterous. But then there’s my second concern, which is about the whole point of the ad. Turns out the “max technology” referenced in the copy is really more about fuel efficiency. I guess if you’ve got a massive fleet of trucks, you’d probably be more concerned with saving at the pump than with paying extra for tires that last a few months longer. So, was this just a case of a (somewhat) clever idea refusing to be restrained by silly things like reality and the creative brief? Via Ads of the World.

—Posted by David Griner

April 15, 2008 in Griner | Permalink