The television spots will air on cable networks such as MTV, MTV2 and ESPN and will feature rock music and a black-and-white format. Matching print ads will highlight Cooper’s performance tires. In addition, the Cooper name will also appear on Web sites weather.com and cardomain.com.
One of the print ads will feature hip-hop DJ and custom car show celebrity Funkmaster Flex. An endorsement partnership with the DJ was announced by Cooper earlier this week.
"Cooper Tire has undergone a calculated transformation in the past 18 to 24 months, perhaps best personified by our new TV spots and marketing mix," said Pat Brown, vice president of global branding and communications for Cooper. “These spots are strategic for Cooper, furthering our emphasis on high performance tires. They will resonate with the young and be memorable to potential buyers of all ages.
"The innovative style of the new advertising campaign, the expansion of our mobile brand tour, and partnerships with known personalities such as Funkmaster Flex are the next steps in a strategic transformation designed to drive Cooper’s growth," she added.