The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Agency: Publicis
Date: Sep 2017
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
2 votes

Bridgestone, the official tire of the NFL, is getting motivation from coach and ESPN Monday Night Football analyst Jon Gruden in nationwide marketing efforts focused on showcasing and celebrating elite performance. The season-long initiative also features social content with many of the NFL’s top rookie players, and is timed to coincide with the kickoff of the company’s 11th year as an NFL partner.

Gruden stars in a new television execution entitled ‘Pep Talk,’ that will debut during the first Thursday NFL kickoff broadcast. The humorous spot leverages the Super Bowl-winning coach’s signature intensity to demonstrate the trusted performance of Bridgestone DriveGuard tires, which allow drivers to go up to 50 miles to safety after a puncture or loss of pressure.

In addition to the television spot, Bridgestone is launching an “Elite Performance with Jon Gruden” digital extension of the “Pep Talk” concept. In a series of short, tongue-in-cheek videos, the coach delivers inspiring messages to help fans overcome everything from fantasy football pitfalls to the struggles of Monday mornings.

On its social channels, Bridgestone also recently debuted a new video series featuring more than 30 NFL rookies, including Deshaun Watson, Leonard Fournette and Mitchell Trubisky. In a mix of inspiring, comedic and educational content that will run August through December, the league’s newest stars take on fun Performance Challenges, test their Tire Knowledge, and share personal thoughts on #ElitePerformance with stories of how they’ve overcome adversity in their careers.

Credits

Agencies: Publicis, City Limit Films, Levelwing, Razorfish

Client: Bridgestone Tires