NASHVILLE, Tenn. (April 2, 2013) — Bridgestone Americas is rolling out six new versions of its "Time to Perform" Bridgestone-brand advertising campaign, focusing on its Ecopia line of fuel-saving, reduced rolling-resistance tires and Dueler line of peformance tires for sport-utility and cross-over vehicles.
The new TV ads will start running in April, Bridgestone said, starting with "Money Machine," a "tongue-in-cheek" characterization of how far engineers at the fictional Performance Testing Center will go to design tires that perform at their best at the moment when they are needed most.
In the Ecopia ads, the Bridgestone "engineer" says using Ecopia tires can save consumers up to $100 a year in gasoline outlays, while in the Dueler ad he touts the tire's traction capabilities in amusing ways, the tire maker said.
The latest ads can be viewed on Bridgestone America's website.
The new ads are the work of Dallas-based Richards Group, which developed the sports-themed "Time to Perform" ad series that debuted last summer.
The new series also includes a spot supporting Bridgestone Golf and a new Potenza Performance Ball spot that will begin airing prior to the start of the 2013 National Football League season.
Bridgestone did not disclose at this time how often it expects to air the new ads or on which media, nor what it expects to spend this year on TV advertising.
Philip Dobbs, chief marketing officer at Bridgestone Americas, said the campaing proved popular and, "Now we're taking it up a notch and responding to what consumers have told us they want to see in our ads—to understand more about our tires and the technology that goes into them."