Tool director Jason Zada teamed with three ad creatives, for a charity fundraising effort. The idea: to get Goodyear to feature the phrase "Ice Cube is a pimp" on its famous blimp, as an homage to the lyric, which appears in the rapper's "Today Was a Good Day." The foursome's project would be a crowdsourced fundraiser that would donate money to "A Place Called Home," a charity that helps underprivileged kids in South Central L.A.
The whole thing was a success, with Goodyear offering not only to display "It's a Good Day" on the side of the blimp, but also gives rides to the kids as it flew over Los Angeles. And of course, Ice Cube got involved too (he helped promote via an appearance on "Late Night With Jimmy Fallon," and the money was raised.