VIDEO: Bridgestone Kicks Off Super Bowl Campaign at Today's NHL Winter Classic

Bridgestone's 2011 Super Bowl commercial (remember the beaver?) was one of the most-watched car ads of the year. Now it's kicking off its 2012 Super Bowl campaign (where it's sponsoring the half-time show again) by launching it with a teaser spot to hockey fans during the Bridgestone Winter Classic on NBC at 3pm ET today.

The campaign, called "Time to Perform," kicks off with a commercial (above) featuring a mock press conference and sports reporters such as Dick Vitale, ESPN's longtime college basketball analyst. The teaser's concept: "The engineers at Bridgestone are about to make a very important announcement: they're going to take their vast knowledge of performance on the road and bring it to the playing fields of the world; a bold move that promises to revolutionize sports as we know it." The bold move — recycling tires into balls (and, in a nod to the brand's NHL sponsorship deal, hockey pucks).Continue reading...