Bridgestone Americas Amps Up Creative With New Time To Perform Campaign SpotsNew ads invite consumers into Performance Testing Center

NASHVILLE, Tenn. (April 1, 2013) – Today, Bridgestone Americas Tire Operations unveiled a sneak peek for consumers into the second generation of its “Time to Perform” brand campaign. Creative for the first in a series of the brand’s latest television commercials set to premiere in April focuses on demonstrating the company’s passion for performance by giving consumers a behind the scenes look at how far the company goes to test and perfect its world-class tires.

The first ad in the series, titled “Money Machine,” is one of six new spots that takes consumers into a tongue-in-cheek characterization of the Performance Testing Center to highlight how far Bridgestone goes to engineer tires that perform at their best at the moment when they are needed most. The new spots feature the Bridgestone engineers, characters who were introduced early in the initial campaign and who have been popular with consumers. The engineers will be featured in the new creative, focusing on communicating the fuel savings that can be achieved with Ecopia tires, and the all-around performance benefits of Bridgestone’s Dueler tires. The series also will include new spots supporting Bridgestone Golf, as well as a new Potenza Performance Ball spot coming just in time for the 2013 NFL season.

Consumers can view the sneak peek of “Money Machine” by going to

“Thanks to the amazing efforts of our teammates at Bridgestone and agency partners, last year’s Time to Perform campaign featuring our incredible line of tiretechnology-infused sports balls (and puck) continues to be a huge success” said Philip Dobbs, Chief Marketing Officer, Bridgestone Americas. “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. This new phase of the campaign does just that – shows them that our passion for performance goes well beyond the playing fields (and rinks).”

The Richards Group, headquartered in Dallas, Texas, developed and continues to lead the creative strategy and development of the “Time to Perform” campaign, with support from other agency partners.

First generation creative for the performance-focused campaign launched in 2012 with a series of five television ads that creatively integrated the company’s sports marketing initiatives with its specific product lines and their unique characteristics. Two of the ads in the series debuted during Super Bowl XLVI, and featured professional athletes demonstrating specific performance characteristics of Bridgestone tires through their respective sports.

For other recent press announcements, images and corporate logos, from Bridgestone Americas, Inc., visit For product information on the full lines of Bridgestone and Firestone brand tires, visit

About Bridgestone Americas, Inc.:

Nashville, Tenn.-based Bridgestone Americas, Inc. (BSAM) is the U.S. subsidiary of Bridgestone Corporation, the world’s largest tire and rubber company. BSAM and its subsidiaries develop, manufacture and market a wide range of Bridgestone, Firestone and associate brand tires to address the needs of a broad range of customers, including consumers, automotive and commercial vehicle original equipment manufacturers, and those in the agricultural, forestry and mining industries. The companies are also engaged in retreading operations throughout the Western Hemisphere and produce air springs, roofing materials, and industrial fibers and textiles. The BSAM family of companies also operates the world’s largest chain of automotive tire and service centers. Guided by its One Team, One Planet message, the company is dedicated to achieving a positive environmental impact in all of the communities it calls home.