Riding in Cars With Polar Bears

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.