I love a good ad. When my wife and I get to the commercial break while streaming the night’s television and the little “Skip” button illuminates at the bottom of the screen, I won’t push it if I haven’t seen the ad before (she doesn’t appreciate that). But I greatly appreciate the time and effort that went into telling me that story in a mere 15 seconds. I just can’t help myself. I’m a marketer’s dream. I feel privileged to be part of a Tire Review history that spans over 100 years. It means I have a library of every issue ever printed at my fingertips. I get to peruse over a century’s worth of vintage tire ads any time I want. It’s the best.
For no other reason than the ’80s being my favorite pop culture decade, I present to you a handful of my favorite vintage tire ads that ran in Tire Review editions printed from 1980-1982 (I didn’t get very far before I already had too many favorites to share in this column).
Dayton Tires, 1980
Dayton Tires: Black Gold
Forget about the ad aesthetics for a second and let’s just drool over that tread pattern. I’d wallpaper my home with that tread. So good. Dayton’s “Black Gold” ad from 1980 isn’t subtle about positioning its products and partnership with dealers as a high-value commodity. I love the visual metaphor implying premium performance and the potential to make a premium paycheck to boot.
Delta, 1980
Delta Tire Corporation: Survival of the Fittest
You know Delta means business with this giant, bold, yellow lion practically leaping from the page in 1980. I think it looks awesome. Even if you disagree, it’s certainly eye-catching. I love the message that Delta isn’t messing around here, too. This ad carries an implicit warning to competitors while reinforcing Delta’s brand as a reliable and combative force. Very effective.
Firestone, 1982
Firestone: High Interest Rates
In contrast to the dramatic imagery of others, this Firestone ad from 1982 leans into economic realism with a great full-page cartoon depicting the struggles of a small business tackling the pressure that comes with high interest rates. Firestone’s solution was a flexible credit plan available to its dealer base. This is marketing with eye-catching empathy, designed to align Firestone with its independent dealers with practical support.
Kelly Tires, 1981
Kelly Tires: Taming the Wild
This might be my favorite of the bunch. This Kelly Tires ad from 1983 has amazing hand-drawn art that looks like an ’80s movie poster for Crocodile Dundee or Indiana Jones. Even without reading the text, the art tells me that if Kelly Safari tires can handle rugged African trails, they can probably handle anything else I might throw at them. Fantastic, 10/10.
Sumitomo, 1981
Sumitomo Tire: Global Grip
This Sumitomo ad from 1981 was a great idea, featuring a tread pattern etched across the globe. It’s a representation of international reach and reputation. In a developing world full of new entrants, Sumitomo wanted readers to remember its longevity and heritage. The message was simple: when others come and go, Sumitomo stays. That’s strong.
Why Vintage Tire Ads Matter
You have to remember, print was the only game in town for manufacturers to market to tire dealers in the early ’80s. Every ad was a vie for attention, to speak directly to the trade, and to position themselves as a voice of power and purpose. Looking back helps me appreciate how far tire marketing has come and reminds me of the enduring value of a strong, clear brand voice.
