Bridgestone's ad, one of two 30-second spots in 2008's Super Bowl XLII, generated some buzz by bringing out Alice Cooper and Richard Simmons for the big-game-staple celebrity cameo. (Is the Simmons bit a little mean? Our Ad Age reviewer thought so.)

The tire maker also sponsored the Halftime Show for the first time that year, going on to make it a tradition for four more years before bowing out after 2012. (See "Performance Football.")

Though the company aired two spots with the game (see also "The Scream"), it was so taken with three pitches from agency the Richards Group that it ended up airing a third spot in movie theaters the day after the game.

Earlier decades saw Super Bowl tire marketing belong to Goodyear, whose impressive product demonstrations were seen in 1993's "Water Skiing" and "Indy" but also ran big-game ads in the 1960s and 70s.

BRAND: Bridgestone

YEAR: 2008

AGENCY: The Richards Group

SUPERBOWL: XLII

QUARTER AIRED: Q3