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September 16, 2016 02:00 AM

Bridgestone ads feature NFL, NHL stars

Tire Business Report
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    In a commercial titled “Go Long”, Arizona Cardinals wide receiver Larry Fitzgerald demonstrates the durability of the Dueler H/L Alenza Plus tire with help from Bridgestone engineers.

    NASHVILLE, Tenn.—Bridgestone Americas is tapping its official tire status with the National Football League and National Hockey League for its latest advertising campaign, which promotes the tire maker's Dueler H/L Alenza Plus and Blizzak winter tire lines.

    The campaign encompasses two commercials— “Go Long” featuring nine-time Pro Bowl wide receiver Larry Fitzgerald of the Arizona Cardinals and “Ice Cream” with two-time NHL All-Star defenseman P.K. Subban of the Nashville Predators—for the Dueler H/L Alenza Plus and Blizzak lines, respectively.

    The commercials seek to pair the athletes' distinctive skills with the performance attributes of the respective tire lines.

    “At Bridgestone, we're committed to changing the way drivers think about their tires, which is evident through our award-winning advertising and sports marketing efforts,” said Philip Dobbs, chief marketing officer, Bridgestone Americas Tire Operations.

    “Tires are an important safety feature on every vehicle, and we are excited to have Larry and P.K. spotlight the trusted performance of our products in truly unique ways that only these two, world-class athletes can.”

    In a commercial titled “Go Long”, Fitzgerald—who is recognized for his long hair and ability to stretch the field—“goes long” to show the long-lasting durability of the Dueler H/L Alenza Plus tire, which is backed by an 80,000-mile limited treadwear warranty,

    “It was great being on set with these guys and to learn more about the company,” Mr. Fitzgerald said.

    Designed for pickup trucks, crossovers and SUVs, the Dueler H/L Alenza Plus tire provides a quiet, comfortable ride and confident traction in both wet and dry conditions.

    The spot debuted in primetime during the NFL season-opening game between the Carolina Panthers and Denver Broncos on Sept 8.

    In a second commercial Subban—whom the Predators acquired recently from the Montreal Canadiens—puts the Blizzak WS80s to the test. With help from Bridgestone engineers, he navigates a winter obstacle course on the way to treat his nephew to ice cream.

    “Being involved with a brand that truly understands the needs of its customers is important to me, and I'm excited to help Bridgestone educate drivers on the safety benefits of Blizzak winter tires,” Subban said.

    “Bridgestone is based in Nashville, has their name on my home barn and supports hockey and the local community. Working with them is a natural fit.”

    Bridgestone claims the Blizzak WS80 stops 33-percent faster on ice compared with an all-season tire.

    In general, Bridgestone said all Blizzak winter tires are designed with special rubber and tread compounds that maintain grip in cold temperatures, giving the driver more control in winter driving conditions.

    Bridgestone has been the official tire of the NFL since 2007 and of the NHL since 2008.

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