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Acclaimed director Lance Acord films ad in Taft, California

Renowned commercials director Lance Acord (VW’s The Force, Apple’s Misunderstood) has been working on his latest spot, Pick-Up, for Firestone.

Firestone bride in car
Leo Burnett Chicago created the ad, which forms part of a campaign series called Drive a Firestone. The concept behind the six-ad campaign is to show the role a well-maintained car can play in day-to-day lives by celebrating authentic human moments.

Pick-Up is a neatly edited narration about a young couple eloping in their car equipped with Firestone tyres, and facing down the girl’s parents on the way. It is set to True Love Will Find You in the End by Daniel Johnston.

Firestone bride and groom

The cinematic spot was filmed in Taft, California, a small oil town southwest of Bakersfield in the San Joaquin valley. If you think you recognise the backdrop, Taft also featured in The Wolf of Wall Street and Thelma and Louise.

Leo Burnett EVP, executive creative director Charley Wickman said:  “We deliberately captured a certain rawness of humanity in our storytelling. These films reveal unassuming slices of rural Americana. Be they sweet or humorous or heartfelt, the spots place people who love their well-travelled cars in identifiable situations.”

Firestone tyre

Pick-Up made its debut recently during CMT’s Crossroads; it will also air on The Voice on 14 April, Nashville on 30 April; AMC Presents: An All-Star Tribute to the Troops on 20 May and CMT Music Awards on 7 June.

Acord directed all six spots in the campaign.

You can watch Pick-Up below and the other commercials by clicking here.


Client: Firestone

Agency: Leo Burnett

Chief creative officer: Susan Credle

Executive creative director: Charley Wickman

Creative directors: Britt Nolan, Mikal Pittman

Art director: Mike Costello

Copywriter: Pete Lefebvre

Senior music producer: Chris Clark

Executive producer: Juan Woodbury

Production company:  Park Pictures

Director: Lance Acord

Editorial company: Whitehouse Post

Editor: Russell Icke

Editorial assistant: Caleb Hepler, Brandon Porter

Producer: Joanna Manning, Laurie Adrianopoli

Executive producer: Joni Williamson, Dan Bryant 

Finishing company: Carbon VFX

Partner/executive producer: Frank Devlin

Creative director: Chris Noellert

Sr. Flame artist/Online editor: Pete Mayor

After effects: Wes Kandel

CG artist: Matthew Stevens

Assoc. Producer:  Nick Vassil

Flame assistant: Jim Gomez

Sound Co: Another Country

Sound engineer: John Binder

Sound producer: Joanna Woods

What do you think of the ads? Let us know by leaving your comments below or via our Facebook page.

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