Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
As part of its ongoing efforts to make Bridgestone the “gateway” brand for younger consumers, Bridgestone/Firestone North American Tire will feature its first mascot—a polar bear—in a new campaign that launches in December for Blizzak cold-weather tires.
The TV and print effort, via Grey in New York, focuses on the bear (who carries a suitcase) and includes a new version of the “Wheel” theme song, inspired by the Rosanne Cash tune. One ad shows a sedan cruising through a snowy forest.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in