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Bridgestone Americas Launches New Performance-Focused Brand Campaign

New ads for Super Bowl and beyond utilize sports to demonstrate tire technologies

NASHVILLE, Tenn. (January 9, 2012) – The Bridgestone brand’s passion for performance knows no bounds. As a company that thrives on providing drivers with performance when it matters most, Bridgestone Americas Tire Operations (BATO) constantly asks the question, “What’s next?”

BATO explores one potential answer to that query in a new brand campaign, titled “Time to Perform,” in which the tire company is poised to utilize the latest tire-derived technologies to singlehandedly change the world of sports as we know it – with interesting and unintended consequences.

“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,” said Philip Dobbs, Chief Marketing Officer, BATO. “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.”

The first in a series of five new television commercials debuted January 2, during the NHL Bridgestone Winter Classic, which aired live on NBC. This spot sets the stage for future advertisements in which professional athletes demonstrate specific performance characteristics of Bridgestone tires through their respective sports. Two of the sports-themed advertisements will debut during Super Bowl XLVI, which will air live on NBC on Sunday, February 5, 2012.

“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,” Dobbs concluded. “In these commercials, we attempt to demonstrate the Bridgestone technologies that drivers can rely on when they need it most.”

For behind-the-scenes footage, photographs, and more information regarding the new Bridgestone brand campaign, please visit For more information about Bridgestone’s product offerings, please visit

About Bridgestone Americas Tire Operations:
Nashville, Tenn.-based Bridgestone Americas Tire Operations (BATO) is a business unit of Bridgestone Americas, Inc., whose parent company, Bridgestone Corporation, is the world's largest tire and rubber company. Reporting into the BATO business unit are the company's Latin American tire operations; the U.S. and Canadian consumer tire businesses; the U.S. and Canadian commercial tire businesses; and Bridgestone Retail Operations, LLC, which operates the largest network of company-owned automotive service providers in the world. BATO develops, manufactures and markets Bridgestone, Firestone and associate brand tires. The business unit is focused on retail, wholesale and original equipment markets, supplying passenger, light truck, commercial vehicle, off road, motorcycle, agricultural and other tires to its customers in the Americas. In addition, through its Bridgestone Bandag Tire Solutions unit, retreading customers have access to industry-leading research and development, manufacturing, marketing and sales expertise, providing them with a total tire solution.
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Type: Media