Bridgestone is Built to Perform for the Olympics

Entitled Built to Perform, the Bridgestone campaign depicts the many parallels between elite athletic performance and the brand’s innovation.

Bridgestone Americas is celebrating the Rio 2016 Olympic Games with a television advertising campaign that has launched in the United States and Brazil. Entitled Built to Perform, it highlights the many parallels between elite athletic performance and the brand’s innovation.

The company’s first as a Worldwide Olympic Partner, the execution entails compelling spots which illustrate that world-class athletes and tyres aren’t born, they’re built. The creative serves as the centrepiece of the marque’s fully-integrated marketing programme for said markets.

An anthem spot, Road to Rio, leads the push on NBC for America and SportTV in Brazil. The U.S. effort features three product spots for the brand’s DriveGuard, Dueler, and Potenza tyre lines running through the Paralympic Games, which culminate on 18 September 2016.

“Our Built to Perform campaign and associated activations honour our company milestones, and the hard work and dedication of athletes who chased their dream to compete on the world’s greatest sporting stage,” said Philip Dobbs, Chief Marketing Officer at Bridgestone Americas.

Through immersive videos and content as well as inspirational first-person insight from some of the world’s best athletes, drivers will be able to interact with the Bridgestone brand and its products in the comfort of their homes, offices or anywhere using their mobile devices.

The group’s global manifesto for the Olympic Games, Chase Your Dream, was revealed one year prior and will continue to guide the company’s efforts around the partnership for the next eight years. The manifesto was created with support from the Dentsu Aegis Network.