Athletes Become Tires in Bridgestone's Olympics Ad

Spot Marks Brand's First Worldwide Olympic Partnership

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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.

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About

Credits
Date
Aug 08, 2016
Agency:
Publicis
Client:
Bridgestone
Managing Director:
Rick Rogers
Agency:
Razorfish
Executive Creative Director:
Bob Moore
Agency:
Arc Worldwide
Executive Creative Director:
Julia Melle
Agency:
Zenith Optimedia
Executive Creative Director:
Eric Moncaleano
Associate Creative Director (Copywriter):
Nick Prout
Associate Creative Director (Art Director):
Alex Palomo
Producer:
Nicky Furno
Producer:
Ellen O'Donnell
VP 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
Music & Sound Design:
Barking Owl
Post FX:
MPC
Company:
Zenith Optimedia
EVP, Managing Director:
Susan Eberhart
VP, National Media Investment:
Nicole Giglio
Company:
ARC Worldwide Chicago
VP Creative Director:
John Menefee
Creative Director:
Lynn Furge
Designer:
Anne Gjeldum
Executive Producer:
Rex Kahr
Senior Producer:
Terry Hurley
EVP Account Director:
Mark Burgess
EVP, Account Director, Shopper:
David Brot
VP, Director:
Amanda McKinney
Promotion:
Amanda McKinney
Director of Marketing:
Jen Wojtas
Company:
Razorfish
VP Client Partnership:
Dan Alpert
Planner Vice President:
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

See more credits

Tags
Category
Industry
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