Bridgestone Americas launches sport-oriented brand campaign

In addition to its sponsorship of the Super Bowl halftime show – this year featuring performances by Madonna, Cirque du Soleil and others – Bridgestone Americas Tire Operations is investing in a new brand campaign that will air during the football final and other major sporting events. The first in a series of five television commercials debuted 2 January, and two of the sports-themed advertisements will be screened during the Super Bowl XLVI on 5 February.

The campaign, titled “Time to Perform”, presents Bridgestone as a ‘game changer’ – the tyre maker says the advertisements show it “poised to utilise the latest tyre-derived technologies to singlehandedly change the world of sports as we know it – with interesting and unintended consequences.” In plain English, professional athletes are shown demonstrating the specific performance characteristics of Bridgestone tyres through their respective sports.

“As the official tyre 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,” said Philip Dobbs, chief marketing officer, Bridgestone Americas Tire Operations. “We have created an imaginary environment in which our proprietary technologies transcend the traditional bounds of tyres, and we investigate the impact Bridgestone performance attributes could have on professional sports.”