Firestone id : Making it Right

Firestone is launching an ad campaign to the tunes of "Making it Right" - whether this groovy poppy tune will wash away their tarded image after killing 174 people and injuring more than 700 last year before the recall of their faulty tires remains to be seen.

It begins with print and broadcast ads featuring chief executive John Lampe. He was promoted to his position last year amid the furor over the recalled tires, and last week he became the first non-Japanese to sit on the board of Tokyo-based parent Bridgestone Corp.

"Our research has shown that the consumers want to hear from the head of the company. They want to see that commitment," Lampe said during an interview at the company's Nashville headquarters.