NASHVILLE, Tenn. (Jan. 28, 2010)—Bridgestone Americas will air two new ads during Super Bowl XLIV Feb. 7 along with continuing as title sponsor for the game's halftime show, this year featuring the legendary rock band The Who.
The 30-second commercials—one of which will run during the game's first quarter and the other in the third—were created by Richards Group Inc., a Dallas-based advertising agency. Bridgestone said the ad agency “has combined a great storyline with masterful editing and state-of-the-art digital animation to create two funny, suspenseful and entertaining commercials” showcasing Bridgestone-brand tires.
The first commercial, called “Whale of a Tale,” features three young men on a drive toward the coast along with a live killer whale as the fourth passenger in their truck. The second commercial, titled “Your Tires or Your Life,” depicts a futuristic world where nothing is more valuable than a set of high-performance Bridgestone tires.
In addition to the commercials, Bridgestone is linked to the game by its partnership with the National Football League, including the Bridgestone brand's status as the league's “official tire.”