Athletes Become Tires in Bridgestone's Olympics Ad

Spot Marks Brand's First Worldwide Olympic Partnership

Published On
Aug 08, 2016

Editor's Pick

Athletes run, cartwheel and swim along highways in perfectly aligned groups of four in Bridgestone's Olympic ad, which marks the brand's first Games as Worldwide Olympic Partner.

The spot features some spectacular VFX -- at one point, the road turns into a river, and the athletes dive in -- and eventually, of course, they turn into four rolling tires. The ad draws parallels between the athletes' performance and that of its tires -- both have to be "determined, resilient, ready for anything," and must be "built to perform."

Created by Publicis, the campaign is running on NBC in the U.S. and SportTV in Brazil and debuted during the opening ceremony. It drives viewers and fans to the Bridgestone Performance Institute, a new digital brand experience that is now live in the U.S. and Brazil.

Credits

Date
Aug 08, 2016
Brand:
Bridgestone
Client:
Bridgestone
Agency:
Publicis
Agency:
Arc Worldwide
Agency:
Razorfish
Agency:
Zenith Optimedia
Managing Director:
Rick Rogers
Executive Creative Director:
Bob Moore
Executive Creative Director:
Julia Melle
Executive Creative Director:
Eric Moncaleano
Associate Creative Director:
Nick Prout
Associate Creative Director:
Alex Palomo
Producer:
Nicky Furno
Producer:
Ellen O'Donnell
Vice President, Group Account Director:
Sarah Hartline
Senior Account Executive:
Matthew Duerr
Account Executive:
Claire McFarland
Production Company:
Smuggler
Director:
Brian Beletic
Producer:
Suza Horvat
Editorial Company:
Rock Paper Scissors
Editor:
Biff Butler
Editor:
Neil Meiklejohn
Producer:
Chris Noviello
Audio Record/Mix:
Lime Studios
Sound Design and Music:
Barking Owl
Post Effects:
MPC
Executive Vice President, Managing Director:
Susan Eberhart
Vice President, National Media Investment:
Nicole Giglio
Vice President/Creative Director:
John Menefee
Creative Director:
Lynn Furge
Designer:
Anne Gjeldum
Executive Producer:
Rex Kahr
Senior Producer:
Terry Hurley
Executive Vice President, Account Director:
Mark Burgess
Executive Vice President, Account Director, Shopper:
David Brot
Vice President, Director:
Amanda McKinney
Promotion:
Amanda McKinney
Director, Marketing:
Jen Wojtas
Vice President, Client Partnership:
Dan Alpert
Vice President, Planning:
Kendra King
Senior Account Director:
Brett Albino
Creative Director:
Steve Laing
Project Manager:
John Hinson
Senior Art Director:
Rick Khanna
Experience Director:
Robert Thompson
Experience Director:
Alex Kim
Associate Creative Director:
Keefe Justice
Strategy Associate:
Joey Campbell
Copywriter:
Troy Sanders
Senior Designer:
Keith Oh
Senior Functional Analyst:
Ellen Choi

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