Bridgestone/Firestone readies international campaign
By Adnews Staff
Tire maker Bridgestone/Firestone Canada of Mississauga and US parent Bridgestone Firestone North American Tire are preparing an international campaign of television and print advertising to promote the Bridgestone brand. The effort will consist of a separate television campaign for each Bridgestone product line: Potenza, Turanza, Dueler and Blizzak. An overall brand image commercial describing the technology of the tires will cover all four product lines. The ads, which are in the style of a music video, use a re-mix of the Rosanne Cash song "The Wheel." There are 91 versions of the various commercials, in 30- and 15-second lengths in English, French and Spanish. The commercials were produced by Grey Worldwide of New York. The accompanying print ads came from Gish, Sherwood & Friends of Nashville, TN. The campaign will air throughout the Americas. In Canada the campaign will air on CMT, Showcase, Bravo, Space, Primo, The Weather Network, Discovery Channel, History Television, Canal D, Météo Media, and Historia. Print advertising will run in the Globe & Mail and Le Journal de Montreal.