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Bridgestone Brand Takes the Field in Fourth Consecutive Super Bowl

Tire company debuts new ads, continues halftime show sponsorship NASHVILLE, Tenn. (Jan. 28, 2011) — We’ve got a feeling that Super Bowl night is going to be a good night for the Bridgestone brand. Bridgestone Americas Tire Operations (BATO) will unveil two new Bridgestone brand tire commercials during Super Bowl XLV, which will be broadcast Feb. 7 on FOX from Cowboys Stadium in Arlington, Texas. The Bridgestone brand will also continue to serve as the title sponsor of the Bridgestone Super Bowl Halftime Show, this year featuring the Black Eyed Peas. This is the fourth consecutive year the company has created ads and served as Halftime Show sponsor for the Super Bowl. The creative team at The Richards Group, a Dallas-based independent advertising agency, created the two new commercials that showcase the solid performance of Bridgestone tires. One 30-second ad will run between the first and second quarters, while the other will air during the fourth quarter. The sketches below give a sneak peek of what viewers will see on Super Bowl Sunday: “Carma”
That’s right, “Carma” with a “C.” It’s the belief that one’s good driving deeds do not go unrewarded. In this memorable tale, a chance encounter on an idyllic woodland road puts one driver’s fate squarely in the paws of a very special little beaver. What happens next may change the way you drive forever. “Reply All”
Imagine you’ve just accidentally hit “Reply All” instead of “Reply” on an email. Imagine it’s one of those really personal emails that you only wanted one person to read. And now, imagine that everyone you’ve ever worked with is about to find out what you “really think.” In this spot, you’ll see just how far one man is willing to go to right his “Reply All” wrongs. “The Super Bowl presents the largest audience we could hope for and presents an incredible challenge to create commercials that capture the attention of the audience while also showcasing our product in a memorable way,” said John Baratta, President, Replacement Tire Sales; Vice President, Consumer Tire, U.S. & Canada Tire Sales Division, BATO. “I’m excited that our creative teams have come up with spots that will continue to build on our Super Bowl advertising success and will help us enhance our brand awareness, attract new consumers and ultimately help us sell more Bridgestone tires.” “An enormous amount of creative thought is put into our ads each year, and we feel we’ve crafted two commercials for Super Bowl XLV that people will still be talking about Monday morning,” said, Phil Pacsi, Vice President, Consumer Tire Marketing U.S. & Canada, BATO. “Hopefully these memories of the ads and their connection to the Bridgestone brand will linger when they go to purchase their next set of tires.” In addition to the commercials, the extensive partnership between the Bridgestone brand and the NFL also includes:
•the “Official Tire of the NFL” designation;

•“Official Tire Sponsor of Super Bowl XLV”;

•and title sponsorship of the Bridgestone Super Bowl XLV Halftime Show.

2010 was a record year for Super Bowl viewership with more than 106 million viewers in the U.S. tuning in. In fact, Super Bowl XLIV took the title of the most watched TV show of all time, surpassing the record held previously by the 1983 finale of "M*A*S*H".

In July 2010, BATO announced a five-year extension for an integrated marketing sponsorship that designates the Bridgestone brand as the “Official Tire of the National Football League.” Under the agreement, BATO and the Bridgestone brand will continue to work with the NFL brand through numerous exclusive promotional opportunities, including the title sponsorship of the Super Bowl halftime shows for Super Bowls XLV – XLIX.

This is an extension of a three-year deal that began in 2007. Along with its sponsorship of the NFL, Bridgestone is also the Official Tire of the NHL and NHLPA and title sponsor of the recent Bridgestone NHL Winter Classic; the Official Tire of the PGA TOUR; the brand also sponsors the World Golf Championships–Bridgestone Invitational played at the Firestone Country Club in Akron, Ohio; and Bridgestone is the official tire of the Golf Channel. Super Bowl fans can preview teaser clips of the commercials and view behind-the-scenes footage of “Carma” and “Reply All” at

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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 and the U.S. and Canadian commercial tire businesses. 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.



Type: Media