Rolston has produced videos for Beyoncé and has just completed a highly-stylized television spot for Bridgestone Firestone North American Tire’s racing-inspired Potenza tire, along with four other non-traditional commercials.
㰀瀀㸀䘀漀爀 琀栀攀 昀椀爀猀琀 琀椀洀攀 猀椀渀挀攀 琀栀攀 㤀㠀 猀Ⰰ 䈀爀椀搀最攀猀琀漀渀攀 䘀椀爀攀猀琀漀渀攀 一漀爀琀栀 䄀洀攀爀椀挀愀渀 吀椀爀攀Ⰰ 䰀䰀䌀 ⠀䈀䘀一吀⤀ 椀猀 氀愀甀渀挀栀椀渀最 椀琀猀 洀漀猀琀 攀砀琀攀渀猀椀瘀攀 洀愀猀猀ⴀ爀攀愀挀栀 愀搀瘀攀爀琀椀猀椀渀最 挀愀洀瀀愀椀最渀 昀攀愀琀甀爀椀渀最 琀栀攀 䈀爀椀搀最攀猀琀漀渀攀 戀爀愀渀搀⸀ 吀栀攀 ㈀ 㔀 琀攀氀攀瘀椀猀椀漀渀 愀渀搀 瀀爀椀渀琀 挀愀洀瀀愀椀最渀猀 眀椀氀氀 爀攀昀氀攀挀琀 愀 甀渀椀焀甀攀 椀渀搀甀猀琀爀礀 愀瀀瀀爀漀愀挀栀 愀渀搀 眀椀氀氀 挀漀渀琀椀渀甀攀 琀漀 椀渀挀氀甀搀攀 愀 猀瀀攀挀椀愀氀 攀洀瀀栀愀猀椀猀 漀渀 搀椀瘀攀爀猀椀琀礀 洀愀爀欀攀琀椀渀最⸀㰀⼀瀀㸀 ഀഀ“We are enthusiastic about conveying the essence of the Bridgestone brand – innovative, sophisticated and dynamic – in the form of unique ‘music videos’ – a television advertising approach truly new to our industry,” explained John Gamauf, president of consumer tire replacement sales, BFNT.
㰀瀀㸀䈀䘀一吀 眀椀氀氀 氀愀甀渀挀栀 愀 昀甀氀氀 琀攀氀攀瘀椀猀椀漀渀 挀愀洀瀀愀椀最渀 昀漀爀 攀愀挀栀 瀀爀漀搀甀挀琀 昀愀洀椀氀礀 甀渀搀攀爀 琀栀攀 䈀爀椀搀最攀猀琀漀渀攀 甀洀戀爀攀氀氀愀 ጀ†倀漀琀攀渀稀愀∀Ⱑ 吀甀爀愀渀稀愀∀Ⱑ 䐀甀攀氀攀爀∀‡愀渀搀 䈀氀椀稀稀愀欀∀⸡ 䄀 昀椀渀愀氀 戀爀愀渀搀 椀洀愀最攀 猀瀀漀琀 眀椀氀氀 挀漀洀戀椀渀攀 琀栀攀 昀漀甀爀 瀀爀漀搀甀挀琀 昀愀洀椀氀椀攀猀 愀渀搀 愀挀挀攀渀琀甀愀琀攀 琀栀攀 挀甀琀琀椀渀最ⴀ攀搀最攀 琀攀挀栀渀漀氀漀最礀 漀昀 䈀爀椀搀最攀猀琀漀渀攀 琀椀爀攀猀⸀㰀⼀瀀㸀ഀഀ“We decided to reach out to Hollywood to accomplish our vision,” explained Gamauf. “World renowned photographer and director Matthew Rolston was able to tell the overall story and communicate the attributes of each tire family with break-through visuals, imaging and artistic branding.”
㰀瀀㸀刀漀氀猀琀漀渀ᤀ猠 挀爀攀搀椀琀猀 椀渀挀氀甀搀攀 洀甀猀椀挀 瘀椀搀攀漀猀 昀漀爀 䈀攀礀漀渀挀Ⰰ 䨀攀猀猀椀挀愀 匀椀洀瀀猀漀渀Ⰰ 䰀攀渀渀礀 䬀爀愀瘀椀琀稀Ⰰ 䴀愀搀漀渀渀愀 愀渀搀 琀攀氀攀瘀椀猀椀漀渀 挀漀洀洀攀爀挀椀愀氀猀 昀漀爀 䜀愀瀀Ⰰ 䰀ᤀ传爀攀愀氀Ⰰ 伀氀搀 一愀瘀礀Ⰰ 刀攀瘀氀漀渀 愀渀搀 䰀攀瘀椀ᤀ猠⸀ഀഀFeaturing a re-mix of the Rosanne Cash song, “The Wheel,” 22 versions of the Bridgestone brand television commercials comprise an international effort, appearing as 30-and 15-second commercials throughout the Americas in English, French and Spanish.
㰀瀀㸀ᰀ圠攀 愀氀猀漀 栀愀瘀攀 挀甀猀琀漀洀椀稀攀搀 琀栀椀猀 洀愀猀猀椀瘀攀 琀攀氀攀瘀椀猀椀漀渀 愀搀瘀攀爀琀椀猀椀渀最 攀昀昀漀爀琀 琀漀 椀渀挀氀甀搀攀 ㈀ 琀愀最最愀戀氀攀 瘀攀爀猀椀漀渀猀 漀昀 琀栀攀 昀椀瘀攀 瀀爀漀搀甀挀琀 昀愀洀椀氀礀 椀洀愀最攀 猀瀀漀琀猀Ⰰ 愀渀搀 眀攀ᤀ爠攀 洀愀欀椀渀最 琀栀攀洀 愀瘀愀椀氀愀戀氀攀 椀渀 琀栀爀攀攀 氀愀渀最甀愀最攀猀 昀漀爀 搀攀愀氀攀爀猀 琀漀 搀椀爀攀挀琀氀礀 琀愀爀最攀琀 琀栀攀椀爀 氀漀挀愀氀 挀漀渀猀甀洀攀爀猀Ⰰᴀ†䜀愀洀愀甀昀 猀愀椀搀⸀ऀ㰀⼀瀀㸀ഀഀ“In addition to the 42 versions of the product family spots, there are 49 other Bridgestone or Firestone commercials, including new retail-focused promotional spots, for a total of 91 versions of all 2005 Bridgestone and Firestone commercials – truly a massive effort in broadcast consumer reach,” Gamauf concluded.
㰀瀀㸀吀栀攀 䈀爀椀搀最攀猀琀漀渀攀 瀀爀漀搀甀挀琀 昀愀洀椀氀礀 ᰀ洠甀猀椀挀 瘀椀搀攀漀ᴀ†猀瀀漀琀猀 眀椀氀氀 戀攀 猀攀攀渀 琀栀爀漀甀最栀漀甀琀 ㈀ 㔀 漀渀 渀愀琀椀漀渀愀氀 挀愀戀氀攀 渀攀琀眀漀爀欀猀㨀 嘀䠀Ⰰ 匀瀀椀欀攀 吀嘀Ⰰ 䴀吀嘀Ⰰ 吀栀攀 䠀椀猀琀漀爀礀 䌀栀愀渀渀攀氀Ⰰ 吀一吀Ⰰ 吀䰀䌀Ⰰ 䠀䜀吀嘀Ⰰ 䔀匀倀一Ⰰ 䔀匀倀一㈀Ⰰ 䘀伀堀 匀瀀漀爀琀猀Ⰰ 䘀堀Ⰰ 䌀漀洀攀搀礀 䌀攀渀琀爀愀氀Ⰰ 琀戀猀Ⰰ 䐀椀猀挀漀瘀攀爀礀 䌀栀愀渀渀攀氀Ⰰ 匀䌀䤀 䘀䤀 愀渀搀 唀匀䄀 一攀琀眀漀爀欀⸀㰀⼀瀀㸀ഀഀ“We are proud of this pioneering advertising initiative and are excited to show consumers our diverse Bridgestone products in such an artistic light,” added Michael Fluck, advertising and Internet manager, BFNT. 㰀瀀㸀伀渀 琀栀攀 瀀爀椀渀琀 猀椀搀攀 漀昀 琀栀攀 愀搀 挀漀椀渀Ⰰ 䈀䘀一吀 眀椀氀氀 愀氀猀漀 挀漀渀瘀攀礀 琀栀攀 䈀爀椀搀最攀猀琀漀渀攀 戀爀愀渀搀 洀攀猀猀愀最攀 椀渀 ㈀ 㔀 琀栀爀漀甀最栀 洀愀猀猀 瀀爀椀渀琀 漀甀琀氀攀琀猀 猀甀挀栀 愀猀 唀匀䄀 吀漀搀愀礀Ⰰ 倀攀漀瀀氀攀Ⰰ 倀氀愀礀戀漀礀Ⰰ 刀漀氀氀椀渀最 匀琀漀渀攀Ⰰ 䄀甀琀漀圀攀攀欀Ⰰ 䌀愀爀 ☀ 䐀爀椀瘀攀爀Ⰰ 䴀漀琀漀爀 吀爀攀渀搀Ⰰ 刀漀愀搀 ☀ 吀爀愀挀欀 愀渀搀 椀渀 搀椀瘀攀爀猀椀琀礀 瀀甀戀氀椀挀愀琀椀漀渀猀 椀渀挀氀甀搀椀渀最 䨀攀琀Ⰰ 䔀戀漀渀礀Ⰰ 倀攀漀瀀氀攀 攀渀 䔀猀瀀愀漀氀Ⰰ 䴀漀琀漀爀 吀爀攀渀搀 攀渀 䔀猀瀀愀漀氀Ⰰ 伀甀琀 愀渀搀 吀栀攀 䄀搀瘀漀挀愀琀攀⸀ 㰀⼀瀀㸀ഀഀ
New York-based advertising agency Grey Worldwide produced the 2005 Bridgestone television commercials. Nashville-based Gish, Sherwood & Friends served as creative agency for the 2005 Bridgestone print advertising campaign.
㰀瀀㸀吀攀氀攀瘀椀猀椀漀渀 䌀愀洀瀀愀椀最渀 䘀甀渀 䘀愀挀琀猀㨀㰀⼀瀀㸀ഀഀ[mpg versions of the new television commercials can be downloaded at www.bridgestonetire.com/2005adcampaign/index.asp] ഀഀ