The Downtown Partners work for Blizzak tires was intended to get folks thinking about winter driving conditions, and thus into a Snow Tire Switch frame of mind.

Radio and outdoor were the chosen media, and overly specific winter forecasts the device. One radio spot was styled as a weather report: ‘Watch for freezing rain over the next 24 hours that’ll turn the roads into sheets of ice starting at 10:18 a.m. until 10:42.’

Another radio script was done as an eye in the sky traffic report:

‘On Highway 4, that blue sedan is going to spin out on black ice in about

10 minutes, so stay to your right.’

Both concluded with the observation: ‘Winter’s not this predictable,’ and urged listeners to scoot into a Bridgestone retailer and tire up accordingly. The national radio and regional outdoor, in English and French, broke in October. Unfortunately in Ontario the weather ran true to form, and was milder than hoped for at launch.

client: Michael Sigillito, director of Canadian consumer tire marketing, Bridgestone/Firestone Canada

CD: Dan Pawych

AD: Craig Markou

CW: Andrew Bradley

producer (radio): Sarah Moen

account director: Ann Laudenbach

account manager: Jenn Green

VP managing director: Andrea Isbester