Bang TV has kicked off Bridgestone’s increasing sporting dimension with a campaign of spots that maximises their expanding sports sponsorship. The latest campaign for the world’s biggest tyre maker created by JWT International uses athletes to highlight the capabilities of the tyres.
Tyres tend to be pretty low down on a list of interests but this campaign may change all that. The safety aspect and the matte black tyres make the black and white especially poignant. And we really get a look at the rolling rubber like never before with chunky close-ups and super-slow motion. No longer jumping on the coat-tails of a slick car ad with the wheels an afterthought – here they are front and centre.
The series of commercials kicks off with “Front Line” which explains that regardless of what safety systems are installed in your car, only one of them actually touches the road – your tyres. Turanza, the first follow up, features extraordinary shots of a swimmer intercut with the wet-weather tyre at work.
Bang TV filmed all over Europe for 11 days through the summer with Laszlo Kadar as both Director and DoP. “Laszlo was perfect for this campaign, the ideal hybrid to helm and light something so complex and demanding. The imagery is just out of this world and Paul and Bruce The Quarry did a superb job splicing it all together,” says Exec Producer Jeremy McWilliams.
Exec Creative Director Ian Thomas adds, “Combining sports and product seamlessly was always going to be a difficult feat. But I think the team has totally delivered and we and our clients are hugely happy with the end result.”
Creative Agency – JWT International
Executive Creative Director – Ian Thomas
Creative – Thom van Rijckevorsel, Max Gershfield & Andrew Duncan
Head of TV – Danielle van Berkel
Client – Jakob Rønsholt, Managing Director, Consumer Business Unit, Bridgestone Europe.
Film Production – Bang TV
Director – Laszlo Kadar
Executive Producer – Jeremy McWilliams
Producer – Tom Whitehead
Editors – Paul Watts and Bruce Townend @ The Quarry
Post Production – Absolute Post
Colourist – Matt Turner @ Absolute Post
Sound Design – Vaudeville