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.