NASHVILLE, Tenn. (April 10, 2003) — A lip-synching technician crooning “The Wheel Goes Round and Round” is the centerpiece of Bridgestone/Firestone's spring advertising campaign.
The commercial, dubbed “Singer,” features a tire tech singing the song as he changes Bridgestone tires. Phil Pacsi, executive director of BFS's consumer brand marketing, said the ads show the technician changing tires on a sports car, a minivan and a sport-utility vehicle to show the breadth of Bridgestone offerings.
“He's really working hard out there to change all these tires,” he said. “All these different options are available from Bridgestone.”
The “Ultimate Bridgestone Tire Sale” campaign, which officially launched in the U.S. and Canada March 31, includes national television advertising on cable and networks as well as radio spots in 40 markets. Local media ads also are available for Bridgestone dealers. The Nashville-based tire maker is not setting national price levels.
This campaign is the second phase of the spring push for the Bridgestone brand. The first phase was the tire maker's “Drive A Dream” consumer promotion, which offers a $140,000-plus Ferrari Modena with Potenza S-02A tires as a grand prize, plus other luxury cars as runner-ups. That contest runs through April 30.
“It's really a one-two punch,” Mr. Pacsi said.
He added the tire maker is planning other advertising campaigns yet this year for the Bridgestone brand, as well as another campaign focused on the Firestone brand, though he could not give details.