Bridgestone Australia launches latest national brand campaign via Showpony, Adelaide
Showpony Advertising, Adelaide has created the latest national brand campaign for long-term client, Bridgestone Australia.
It is Bridgestone’s first brand campaign since its “Swing” ad launched in 2005.
Greg Kavanagh, Showpony group account director said the challenge was very clear: “The vast majority of people don’t think about tyres. At a gut level we know they’re important, but it’s still a classic grudge purchase”.
Parris Mesidis, Showpony’s creative director and the director of the new TVC said the breakthrough came when they discovered a simple but startling fact: “Only the equivalent of one handprint of tread connects each of your tyres to the road.
“Once you know this fact, suddenly the tyres you choose become fundamental to your family’s safety. Creatively we wanted to bring this insight to life in a way that was engaging, but not alarming”.
While much of the ad’s appeal is derived from its simplicity, the process of putting it together was surprisingly complex says Mesidis: “When it came to making this ad we had a number of options, we could go with CGI or film it for real, but the one thing that we were absolutely determined to achieve was authenticity.”
To achieve this Showpony worked with Las Vegas-based performing artist, Cheri Haight, says Mesidis. “Cheri played a key role in the choreography of our story, but also helped us understand the performance side of shadow puppetry. Her input was critical in developing a convincing and entertaining visual narrative.”
Adelaide based animation company Resin worked closely with Showpony throughout the process to bring the ad to life. Music was based on an original composition by Sean Timms and performed by the Adelaide Symphony Orchestra.
Says Mesidis: “We’re incredibly proud of this ad. Working on it in collaboration with the team from Resin and Sean from Timms Tunes was a pleasure from beginning to end”.
The spot airs nationally on FTA TV, pay TV and cinema. Said Bridgestone Australia managing director, Andrew Moffatt: “This campaign is very unique. It is entertaining, it is powerful, and it absolutely positions Bridgestone as the best choice for consumers.”
22 Comments
this is good yeah?
Beautiful ad. Great insight well executed. Simple but powerful. Nice work.
I think I fell asleep at the wheel.
Is this an ad for Pedigree or Chux? Hardly original.
Sweet ad! Well done Showpony!
Only a handprint? WHAT!
This ad is nothing more then beautiful, you stop and take in the message.
Scary thought. Love the ad
So we are talking about linking hand prints with shadows that don’t have any prints? Ok. Yeah! And the client bought it, they must have a good relationship. Let Melbourne have a crack at this brand.
This is crap yeah?
Credit where its due, it’s good writing.
The insight is contrived, so the ad could have been written by Shakespeare himself and it would still an average ad. Enough said. Next.
Matt – what is contrived about the insight? Love to hear your expert opinion.
I think we can assume that Critic works for the agency that did the ad
If it’s good enough for Pedigree, it’s good enough for Bridgestone.
“So we are talking about linking hand prints with shadows that don’t have any prints? Ok. Yeah! And the client bought it, they must have a good relationship. Let Melbourne have a crack at this brand.”
Hahahaha you idiot.
Beautiful Unique Ad. I LOVE IT
Yewwwww Cewwwllllllllll
Looks good.
Lord Voldemort… for once I agree with you!
Heather, if by unique you mean an idea that has been done to death before, then i agree with you. The Pedigree ad is still on air, but clearly you don’t see many ads. What makes an ad great rather than grate lies in it’s originality and this ls seriously lacking in that department.
http://www.youtube.com/watch?v=m8yb4hnA2dI
???