Built to Perform
For the first time in its history, Bridgestone became a premier sponsor of the Olympic Games. This was a great opportunity to showcase Bridgestone’s superior tire innovations in a unique, riveting and awe inspiring fashion. We were careful to avoid the tired clichés usually associated with the Olympics such as athletes winning medals while wearing or using a product. Instead, we concentrated on making a compelling connection between the characteristics of Olympic athletes— speed, versatility, endurance and the ability to bounce back from failure— and comparing them directly to the performance attributes of our tires. We used a visually stunning metaphor in order to capture the attention of viewers and make that connection clear and compelling.