People are talking about the thumping success of Internet as the best media vehicle and pooh-poohing TV, while some brands are sticking to print and quietly getting the best out of it.
I was reading Business Week the other day and couldn't help notice the Bridgestone latest print campaign - Technology for a better world, it not just caught my attention but also, made a very lasting impression about my perception of the brand.
Michelin is one of the brands I have worked for albeit for a short duration, hence my affinity is more towards it. I was taught at Michelin that no other company has been able to match what Michelin offers in terms of technological advancement, safety and quality. I thought all other brands are just followers. It could be true but what's going to come is no less.
This ad by Bridgestone has changed my perception completely. I read the whole copy -
'On the runways, tires, can reach racetrack speeds while supporting five hundred times the weight of a race car.'
The 340 ton Boeing 777 races along the runway at nearly 220mph during takeoff and 155 mph at touchdown. It tires are built by Bridgestone to meet stringent safety specifications at racetrack speed while supporting the massive weight of the aircraft. Bridgestone is also the proud supplier of tires for the new Boeing 787 and Airbus A380.
Here is why it works -
1. A message which educates the consumers about what Bridgestone's technological advancements supported with numbers and a relatable example of race cars.
2. The endorsement it gets from being the supplier for Boeing and Airbus.
3. The three different angles of a plane first taking off, laid out in an eye catching way.
My Rating - 9/10
Here's another one from the same campaign.
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