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Bridgestone brand showcased during upcoming Super Bowl game

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Bridgestone Americas Tire Operations (BATO) will showcase two new commercials during the NBC telecast of Super Bowl XLIII on Feb. 1 from Tampa Bay, Fla.

It also serves as the title sponsor of the Bridgestone Super Bowl XLIII Halftime Show featuring Bruce Springsteen and the E Street Band.

This is the second year for BATO on advertising’s biggest stage. The game was watched by more than 97 million viewers in the U.S. last year, the company reports, and is annually the nation’s highest-rated TV program and the most-watched single-day sporting event.

The first of two 30-second commercials will run at the end of the first quarter the other commercial will air during the third quarter. 

The “fun, memorable commercials” will showcase the performance of Bridgestone tires and reinforce the key message that “for drivers who want to get the most out of their cars… it’s Bridgestone or nothing,” says BATO.

In the commercial called “Taters,” Mr. and Mrs. Potato Head – two of Hasbro Inc.’s most beloved characters – make their Super Bowl debut. Their sunny excursion on a picturesque mountain road takes an unexpected turn when they encounter a herd of sheep on a tight curve.

BATO’s second spot, “Hot Item,” takes viewers to Titan, Saturn’s largest moon. Two music-loving space travelers cruise Titan in the ultimate space vehicle equipped with high-performance, intergalactically envied Bridgestone tires.

“When it comes to getting your message out there, no advertising opportunity compares to the reach and impact of the Super Bowl,” says John Baratta, president, replacement tire sales U.S. and Canada consumer tire sales division. “The commercials we’ve chosen use humor, iconic characters and some pretty amazing special effects to entertain, all while showcasing Bridgestone products and their performance.”

The commercials are just one piece of the extensive partnership between the Bridgestone brand and the NFL. The partnership also includes:

* the “Official Tire of the NFL” designation;

* “Official Tire Sponsor of Super Bowl XLIII;”

* title sponsorship of the Bridgestone Super Bowl XLIII Halftime Show;

* strong presence at the NFL Experience, the interactive theme park in Tampa, Fla., during Super Bowl week; and

* designation as “Official Tire Sponsor of the 2009 NFL Pro Bowl,” which is played the week after the Super Bowl in Hawaii.

For a sneak peek and behind-the-scenes footage of “Taters” and “Hot Item,” go to  or

BATO has a long tradition of high-profile sports sponsorships. Bridgestone is the Official Tire of the NHL and NHLPA and recent title sponsor of the Bridgestone NHL Winter Classic; the Official Tire of the PGA TOUR; the brand sponsors the World Golf Championships–Bridgestone Invitational played at the Firestone Country Club in Akron, Ohio; and Bridgestone is the official tire of the Golf Channel. 

In motorsports, Bridgestone is the official tire supplier of Formula One. Firestone is the Official Tire of the Indianapolis 500-Mile Race, the IndyCar Series and the Firestone Indy Lights Series. BATO also has local and regional sponsorships with properties such as the Tennessee Titans and Nashville Predators.

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