BRIDGESTONE/FIRESTONE RELEASES NEW BILLBOARD
By Adnews Staff
Griffin Bacal Volny of Toronto has created a new billboard for Bridgestone's Blizzak winter tire. The board is located along the Gardiner Expressway in Toronto. Shots of the tire are accompanied by the headlines, "Blizzak. What black ice wakes up screaming about," "Blizzak. Spit in the face of freezing rain," and "Blizzak. Make snowstorms cry momma." "Typically, winter tire advertising addresses safety very conservatively and very matter-of-factly," said agency account director Shawn Downey. "We wanted to have a bit of fun while communicating the product benefits." The Blizzak billboard creative will run through the winter. The creative replaces the "100% Bridgestone" advertising that was released before the Molson Indy racing event in July. Prior to that the tire maker ran a billboard that displayed sections of the bodies of vehicles for which Bridgestone makes tires. Bridgestone/Firestone Canada is based in Mississauga.