Bridgestone at Super Bowl 2010

Bridgestone Americas Tire Operations (BATO) is the title sponsor of the 2010 Super Bowl XLIV Halftime show featuring The Who. Two brand tire commerrcials will be shown during the game, “Whale of a Tale” and “Your Tires or Your Life”. The campaign is online at, the Bridgestone Facebook fan page, and the Bridgestone SuperBowl Youtube channel. The Facebook page includes still images, audio news release as well as soundbites from Bridgestone executives, teasers and behind-the-scenes footage.

Bridgestone Rain Woman

Your Tires or Your Life

Bridgestone takes you on a journey to a future world, set in Valley of Fire State Park, Nevada. A wet, desperate world where absolutely nothing is more valuable than a great set of high-performance tires. Watch for fast cars, fearless heroes, and ruthless tire bandits lurking around every corner. And be prepared for a shocking conclusion. Click on the image below to play the video.

Whale of a Tale

Three young men (Amire Talai, Dalton Leeb and Steve Talley) are on an adrenaline-packed drive toward the coast. Nothing too unusual about it, unless you consider having a live killer whale as the fourth passenger unusual. Yes, that’s right a killer whale, in the car with them. Hard to say where they’re going. Harder still to say where they’ve been. But this fish-out-of-water story is sure to end with a splash. Click on the image below to play the video.


The Bridgestone campaign was developed at The Richards Group by creative director Glenn Dady, copywriter Bill Milkereit and art director Todd Tucker (Tires or Your Life), copywriter Bill Cochran and art director Patrick Murray (Whale of a Tale), agency producer JR Dixon.

Filming was shot by director Dante Ariola via MJZ with producer Natalie Hill, director of photography Toby Irwin (Whale of a Tale), director of photography Philippe Le Sourd (Tires or Your Life), production designer/art director Christopher Glass.

Music was by Beacon Street Studios (Whale of a Tale) and Tonic Music (Tires or Your Life). Sound was designed at Machine Head (Whale of a Tale) and Wave Studios (Tires or Your Life).

Editor was Andrea MacArthur at Peep Show.

VFX and animation was done at Method Studios.

Colorist was Stefan Sonnenfeld at Company 3.

Bridgestone The Who poster for Super Bowl 2010