Cooper Tires launch new My Car Wears Coopers campaign

Agency BBH are collaborating with Cooper Tires to launch a new campaign to illustrate that in a saturated market; Cooper is a reliable choice for tires.

The new creative campaign, My Car Wears Coopers makes Cooper Tires a badge of pride for its drivers, enhancing cultural relevance and boosting brand awareness by tapping into the idea of drivers personalising their vehicles with their tires, much like a “fit check” for cars.

The My Car Wears Coopers campaign follows the journeys of three distinct, relatable drivers: a chic salon owner, a florist delivery driver with a truck full of blooms, and a father-daughter duo, all of whom trust Cooper tires for their daily needs. Cooper Tires offers a personalised fit for each driver’s vehicle, perfectly tailored to their unique needs. This is amplified by a fresh rendition of the iconic These Boots Are Made for Walkin', arranged and produced by Luis Almau for Soundtree Music Ltd, underscoring the tire’s cultural relevance and custom appeal.

Cooper Tires – My Car Wears Coopers

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Agency BBH/New York

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Credits

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Agency BBH/New York
Music Producer/Music Arranger Luis Almau
Music Soundtree Music
Chief Creative Officer Erica Roberts

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The campaign will be featured across a variety of media platforms, reaching broad audiences through a mix of video, audio, and digital channels. Additionally, more in-depth storytelling will unfold through Cooper's owned social channels, allowing for deeper engagement with each driver's journey.

Erica Roberts, Chief Creative Officer, BBH USA said: “Most car owners may not be gearheads, but they know the importance of quality and value when it comes to their vehicle’s tires,” said Erica Roberts, Chief Creative Officer, BBH USA. “My Car Wears Coopers proudly positions Cooper Tires as the go-to choice for these savvy drivers, highlighting the tire’s significant role in a genuine and relatable way.”

Will Roland, Senior Vice President and Global Chief Marketing Officer for The Goodyear Tire & Rubber Company adds: "My Car Wears Coopers' celebrates brand pride and brings an element of fun to how you 'dress' your car. We're excited to connect with drivers in a way that feels personal and relatable, showing how our tires can enhance their driving experience."