User question: "Do you know the song from this recent Bridgestone commercial?"
Our answer: "Doing some research gave the following result: a press release from Bridgestone:
"CONSUMER NEWS Nashville-Based Bridgestone/Firestone Is Getting Rave Reviews For New Ad Campaign Featuring Rosanne Cash's 'The Wheel' Consumers to Choose Which Version of Song is Available for Download
NASHVILLE, Tenn. (May 6, 2003) When singer-songwriter Rosanne Cash wrote and recorded her song 'The Wheel,' in the early 1990s, the performer could have never predicted the tune would later get rave reviews in a new role as background music in a tire commercial.
Bridgestone/Firestone North American Tire, LLC (BFNT) adopted Cash's song for use in an innovative ad campaign to promote the company's Bridgestone consumer product line. The song, from her 1993 album also titled 'The Wheel,' was initially selected by the company's agency, Grey Worldwide.
'It was after the launch of the second generation of the company's initial advertising campaign that the song started garnering attention.
Based on the number of inquiries, the company is now inviting consumers to vote on which of the two current versions they like best. The winning music will made into a full-length mix and will be available for download from the companyâs Web site (www.bridgestonetire.com) at the end of the summer. To vote, visit www.bridgestonetire.com between May 5, 2003 and July 31, 2003 and look for the links.
'We actually found the tune some time ago and used it in our campaign last year,' said Dee Beck, advertising manager for BFNT. 'This year our intention was to build on past efforts but maintain a common look and feel with the previous campaign. We have certainly received an unprecedented response to the advertising jingle and are elated that consumers are caught up in 'the wheel' and its motion.'
'The wheel goes round and round...' states the song's lyrics, and so do the requests for more information about the catchy tune -- some consumers have posted comments on Web sites or in chat rooms, others have contacted the company directly.
Queries range from, 'is the 'remix' available commercially'... to, 'it would be a shame to let it stay in the archives, never to be heard again after the ad campaign concludes.'
Another consumer voiced, 'The tunes just keep running through my head. I do have to say that this was a great leap for your company to put this song out for your tires. I hope you get lots of sales!' Yet another consumer emailed apologetically, 'Sorry to bother you like this. I saw your commercial and there was a song that I liked on it but I can't find the song name. Is it possible for you to contact or send me the name of this song? I just love the song.'
'The remixes were done specifically for our commercials and are only 30-seconds long,' said Beck. 'There are five unique mixes of the song ranging from techno, to blues/rock, to rockabilly and even a modern rock version -- each mix varying based on the Bridgestone-brand product it is supporting, but we only have two on-air at the moment.'
Nashville-based Bridgestone/Firestone North American Tire, LLC, is a subsidiary of Bridgestone Americas Holding, Inc., whose parent company, Bridgestone Corporation, is the world's largest tire and rubber company. BFNT develops, manufactures, and markets Bridgestone, Firestone, Dayton and associate and private brand tires. The company is focused on wholesale and original equipment markets, supplying passenger, light truck, commercial vehicle, off-road, agricultural and other tires to its customers in North America."