Learn more about Sustainable Brands 2015 San Diego

ad watch

VIDEO: Bridgestone Kicks Off Super Bowl Campaign at Today's NHL Winter Classic

Posted by Shirley Brady on January 2, 2012 10:07 AM

Bridgestone's 2011 Super Bowl commercial (remember the beaver?) was one of the most-watched car ads of the year. Now it's kicking off its 2012 Super Bowl campaign (where it's sponsoring the half-time show again) by launching it with a teaser spot to hockey fans during the Bridgestone Winter Classic on NBC at 3pm ET today.

The campaign, called "Time to Perform," kicks off with a commercial (above) featuring a mock press conference and sports reporters such as Dick Vitale, ESPN's longtime college basketball analyst. The teaser's concept: "The engineers at Bridgestone are about to make a very important announcement: they're going to take their vast knowledge of performance on the road and bring it to the playing fields of the world; a bold move that promises to revolutionize sports as we know it." The bold move — recycling tires into balls (and, in a nod to the brand's NHL sponsorship deal, hockey pucks).

The tongue-in-cheek campaign, running through January and wrapping up at Super Bowl XLVI, will give away a few limited-edition Bridgestone Performance Balls and Pucks throughout January. The campaign is being extended with digital vignettes (below) that feature Vitale and rival sportscasters Michelle Beadle, Mike Milbury and Barry Melrose competing over who will get the story behind Bridgestone's big announcement. An added Super Bowl incentive to engage sports fans on the brand's Facebook page: a sweepstakes with the grand prize of a trip for two to the Super Bowl.

While Ford was slammed by the White House, no less, for using a mock press conference in advertising, Bridgestone VP of marketing Phil Pacsi tells Forbes they're using the concept to create suspense as the campaign unfolds, taking the unusual path of launching it to hockey fans and winding up at the Super Bowl in a nod to both sports and their fans. While the kick-off starts with the NHL, the NFL can't be ignored for one simple reason: "NFL fans drive a billion miles a year," Pacsi notes.


Chris Brashear United States says:

Thanks for the write up and I wanted to let your readers know the campaign is beginning today but will continue to unfold throughout the month of January leading up to Super Bowl XLVI. We will continue to tell the story about our passion for performance and how our innovative tire technologies could change the world of sports. We invite you to follow along at facebook.com/BridgestoneTires.

Chris Brashear     -  (@ChrisBrashear)
Social Media Manager
Bridgestone Americas   - (@Bridgestone)

January 2, 2012 11:45 AM #

Shirley Brady - Brandchannel United States says:

Thanks, Chris -- good luck with the campaign! In case you missed, Dick Vitale was kind enough to RT to his Twitter followers, too:


January 2, 2012 06:40 PM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia