Bridgestone Americas Tire Operations (BATO) has launched a sport-themed ad campaign, titled "Time to Perform," which will feature prominently in the NFL games leading up to the Super Bowl in February.
The tire company says it is poised to utilize the latest tire-derived technologies to “singlehandedly change the world of sports as we know it.”
According to Philip Dobbs, chief marketing officer at BATO, "We have created an imaginary environment in which our proprietary technologies transcend the traditional bounds of tires, and we investigate the impact Bridgestone performance attributes could have on professional sports."
In the series of five television commercials, professional athletes demonstrate specific performance characteristics of Bridgestone tires through their respective sports. Two of the sports-themed advertisements will debut during Super Bowl XLVI, which will air live on NBC on Sunday, Feb. 5, 2012.