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Bridgestone Americas Press Center

August 13, 2018 SÃO PAULO

Bridgestone Reinforces the Passion for Brazilian Football Between Parents and Their Children

The new campaign features film about how Bridgestone brings people closer to their passions

Bridgestone Brazil's soccer ad

The Brazilian passion for football is a tradition across generations and promotes unforgettable encounters between families. With the rise of international football, there is a challenge to nurture children’s passion for national teams. How to bring people closer to their passions, that is theme explored by Bridgestone, the world's largest tire manufacturer and official sponsor of Conmebol Libertadores Championship, in their latest communication campaign.

Entitled “What road leads to your passion?” the new campaign features true stories of parents, fans of national teams, who talk about the challenge of instilling that passion for their beloved teams into their children, showing how they handle that when taking them to support and cheer for their team at a match. Bridgestone provides that experience through the performance of its products, bringing people closer to their passions.

According to Bridgestone’s Marketing Director, Oduvaldo Viana, “The campaign consolidates a new moment for the company: a moment for sharing true stories. Football is about passion and performance. And for us at Bridgestone, it certainly reflects our passion for performance products and bringing people closer to the things they love the most, as stated by our motto ‘Your Journey, Our Passion.’”

This new film was developed by Publicis Brazil and the campaign features films for Digital Media and cable TV, in addition to content generation for Bridgestone’s social media channels and by digital influencers, such as the Desimpedidos channel.

To watch the film, visit:

About Bridgestone do Brasil (BSBR):

Headquartered in Tokyo (Japan), Bridgestone is the world's largest tire and rubber company (according to a survey conducted by Tire Business - Global Tire Company Rankings, based on tire sales in 2016). In addition to tires for use in a wide variety of applications, Bridgestone also operates in the segments of pneumatic springs; chemical products for civil construction applications such as waterproofing materials; industrial rubber; and sporting goods, among others. Its products are sold in more than 150 countries around the world.

Bridgestone do Brasil is a subsidiary of Bridgestone Americas Tire Operations Latin America (BATO LA), which in turn is a subsidiary of Bridgestone Americas, Inc., (BSAM) based in Nashville, Tennessee. BSBR has two tire plants in Santo André (SP) and Camaçari (BA), and two tread plants in Campinas (SP) and Mafra (SC). The company owns the Bridgestone and Firestone brands of tires for passenger vehicles, pick-ups, trucks and buses, tractors and off-road, and industrial vehicles, and Bandag for treads. The company serves the Brazilian replacement, which covers the whole network of resellers, and original equipment, formed by the vehicle assembler industries, in addition to exporting to South and Central Americas, the Caribbean, Mexico and the United States.

Access the digital platforms of Consumption (passenger cars or pick-up trucks) on the websites and and Commercial (trucks and buses, off-road, agricultural and industrial) at the addresses and

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