Nashville-based Bridgestone Firestone North American Tire has started off the year on the right tread. The company aired two comical 30-second commercial spots during the Super Bowl XLII on Feb. 4.
Watch the ads on YouTube here.
The commercials were well received by viewers. The first one that aired, "scream", was ranked number three by USA Today's Ad Meter (number one for a first time Super Bowl advertiser). The second one that featured Richard Simmons, "unexpected obstacles", was ranked number 16.
In August last year, Bridgestone management approved a partnership with the NFL making them the Title sponsor for the Super Bowl XLII and the XLIII “Bridgestone Super Bowl Halftime Show." Bridgestone is also the official tire of the National Football League for at least two years. On average, more than 80 million viewers watch the Super bowl each year.
The highly coveted exposure came less than a month after the company was awarded the first Nashville GLBT Chamber of Commerce's (NGLBTCC) Corporate Diversity Award on Jan. 22, aboard the Music City Queen.
John Wade, NGLBTCC president, said that Bridgestone Americas was chosen to receive the Corporate Diversity Award because of "deliberate efforts to improve and implement diverse policies for their employees and their unwavering support of GLBT community."
Bridgestone management approved the partnership with the NFL only a few days after the proposal came from the NFL on August 24, 2007. Michael Fluck, brand marketing manager of Bridgestone Americas, said the comedy of one of the commercials relies on the polarizing personalities of celebrities Alice Cooper and Richard Simmons.
"The humor of that spot relies on somebody who is so over the top that someone either loves them or thinks they're crazy," Fluck said.
Dallas-based agency The Richards Group created 140 commercial spots and chose eight of those to present to Bridgestone for consideration. The various spots used 30 animal trainers to manage 28 animals including dogs, frogs, an albino snake and an ant.
"Whether it be our sponsorship of the halftime show or our two TV commercials, the Super Bowl and our NFL partnership offers Bridgestone a great opportunity to reach a huge audience," Fluck said.