Bridgestone is debuting a "Time to Perform"
series of television commercials tied to
high-achieving sports figures and the
attributes of the company's tires.
“As the Official Tire of the NFL, the NHL
and the PGA Tour, Bridgestone Americas is
excited about our new brand campaign, which
creatively integrates our sports marketing
initiatives with our specific product lines
and their unique characteristics,” says
Chief Marketing Officer Philip
Dobbs.
“We have created an imaginary environment
in which our proprietary technologies
transcend the traditional bounds of tires,
and we investigate the impact Bridgestone
performance attributes could have on
professional sports,” he explains.
The first in a series of five new
commercials appeared during the Jan. 2 NHL
Bridgestone Winter Classic, which aired
live on NBC. The spot sets the stage for
future ads in which professional athletes
demonstrate specific performance
characteristics of the company’s tires
through their respective sports. Two of the
sports-themed spots will debut during NBC’s
Feb. 5 Super Bowl coverage.
“From the tremendous grip provided by the
ultra-high performance Potenza line, to the
smooth, quiet traits of Turanza with
Serenity, to the increased fuel efficiency
and improved rolling resistance offered by
Ecopia, and the breakthrough performance on
snow and ice for which the Blizzak name is
renowned, the commercials dramatize how the
attributes from each product could
translate to the football field, basketball
court, bowling lane and ice hockey rink,”
says Dobbs.
“In these commercials, we attempt to
demonstrate the Bridgestone technologies
that drivers can rely on when they need it
most,” he adds.
Behind-the-scenes footage, photographs and
additional details about the campaign can
be viewed at
www.bridgestoneperformkance
media.com.
For more information, visit www.bridgestone-
firestone.com.
