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Bridgestone and DreamWorks team-up

The alliance between Bridgestone’s Firestone brand and DreamWorks Animation will give Firestone customers an early opportunity to engage with the new film Turbo.

Firestone Racing tires are heavily featured in the movie, which is partly set at the Indy 500. The filmmakers have worked closely with Bridgestone Americas’ Motorsports, and Firestone Racing engineers to understand the technology and behind-the-scenes workings of the race tires to ensure accuracy and authenticity for the high-velocity movie.

“We saw the opportunity to align with DreamWorks Animation to tell the story of a speedy snail who dreams of competing in the Indy 500 as a natural extension of our commitment to help introduce the sport to a new generation of race fans,” said a Bridgestone America’s spokesperson. “Turbo’s perseverance, values and spirit align perfectly with Firestone’s legacy in IndyCar racing and at the Indianapolis Motor Speedway.”

The Firestone European website, point-of-sale material and novelties will support the activity. “Firestone is an iconic brand which has been present in Europe since the 1930s. It is still very well known to people – especially in the South – for its racing activities in Formula 1, Le Mans 24-hour and IndyCar. This movie and the sponsorship package offer us the perfect platform to put Firestone on the map again”, said Jake Rønsholt, general manager, corporate and brand communications, Bridgestone Europe.


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