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It’s Bridgestone or Nothing

CHICAGO--There comes a time when you just have to go for the very best. That’s the message to drivers in the dynamic new brand advertising campaign for
Bridgestone-brand tires. For drivers who want to get the most out of their cars: It’s Bridgestone or Nothing!

The new commercials were unveiled today in a news conference at the 2007 Chicago Auto Show.

“We believe this new campaign will help consumers recognize Bridgestone as a world leader and as a premium tire choice for drivers with high standards,” said John Gamauf, President of
Consumer Tire Replacement Sales, Bridgestone Firestone North American Tire, LLC (BFNT). “For too long the Bridgestone Brand has been the best-kept tire brand secret in North America. Not anymore.”

The new television commercials were produced by Dallas-Texas, based The Richards Group, the largest independent advertising agency in the world. The Richards Group is known for
its award-winning brand-building campaigns for such industry-leading companies as Chick-fil-A, Motel 6 and The Home Depot.

“The Richards Group has such a strong track record of helping great companies cut through the clutter and take their brands to the next level,” explained Gamauf. “We’re thrilled with the
creative work in our new television ads because it really captures the sophisticated, dynamic and innovative spirit of the Bridgestone brand.”

The new advertising campaign grew out of feedback from the company’s network of dealers who told the company Bridgestone is an incredible brand but too many consumers don’t know it.

“We listened to our customers, the ones selling the tires to consumers, who really know the strength of the Bridgestone brand and believe we have a great story to tell,” said Gamauf. “The
Bridgestone brand is clearly a leader in tire technology and we’re going to tell our story with this new campaign and continue to build our brand on a simple foundation: our unwavering commitment
to exceed the expectations of drivers with the highest standards.”

The new “It’s Bridgestone or Nothing” ads will be seen throughout 2007 on national TV networks and in cinemas on over 15,000 screens across the country. There will also be an
extensive print and online advertising campaign to complement and enhance the broadcast campaign. In addition; the new ads will also be displayed on more than 70 of BFNT’s family of
Customer Delivery Service vehicles.

[mpg versions of the new television commercials can be downloaded at]

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