Turanza 6i – Experience unparalleled comfort
The digital ad film presents a beautiful visual approach that blends CGI (Computer-Generated Imagery) with live-action cinematography. The ad film aptly emphasises how Bridgestone tyres can transform an ordinary journey into one of premium comfort. The ad also shows the importance of a good tyre and how it is a vital part of a vehicle that significantly enhances the smoothness, quietness, and safety of the on-road experience. This forms the nucleus of Bridgestone Turanza 6i’s unique digital ad film, which tells the story of the tyre and the passengers as its only protagonists.
The film showcases an urban landscape and the lush visuals of a scenic road trip with rolling hills and an open car. Despite the contrasting settings, both are unified by the premium comfort experience that the Turanza 6i with ENLITEN technology provides. Through the sound-sleeping passengers seen to be unaffected by the uneven surfaces, the ad film demonstrates the tyre’s unique ability to absorb road imperfections, ensuring a smooth and uninterrupted journey. The ad also shows the vehicle segments the Turanza 6i is designed for, including premium SUVs, CUVs, sedans, and hatchbacks. Additionally, it meets both general performance demands and the specific requirements of electric vehicles by way of low noise, better fuel efficiency and superior wear life, and is also EV – Ready.
“The brilliance of the ad lies in its simplicity. The ride’s comfort is often perceived as a derivative of the car, while true to an extent, it is also majorly impacted by the tyres. By focusing on the tyre’s influence on the passengers’ experience, the film allows viewers to explore the benefits of the right tyre on the overall journey. The visuals and the calming music further emphasise the serenity that Turanza 6i promises”, Ankur Malhotra, Head of Marketing, Bridgestone India, explains.
Cancel noise as you embark on a fuss-free journey with Bridgestone Turanza 6i
Bridgestone’s tagline, ‘Solutions for Your Journey,’ is exemplified by the Turanza 6i, making it the ideal choice for consumers seeking an elevated driving experience. The ad film graphically shows its superior grip and quick cuts, showcasing cutting-edge technology as the car confidently navigates winding roads. The calming vocals in the film’s soundtrack subtly emphasise the absence of excessive road noise, reinforcing the ‘silent drive’ experience provided by the Turanza 6i.
Vikram Pandey (Spiky), Chief Creative Officer, Leo Burnett South Asia, said, “The amount of tyre commercials that get misattributed as a car commercial is very high. So, when it comes to promoting the Turanza 6i range from Bridgestone, we decided to focus only on the tyre and make the car disappear. Our tagline, ‘Most Comfortable Seat on The Road’, invites users to indulge in a journey where comfort seamlessly meets performance. The stark visualisation is bound to stay with the audience for a long time.”
The brand has also released a ‘behind-the-scenes’ look at the ad film, which showcases the director’s vision of finding beauty in the bustling streets of Mumbai and also the remote roadways outside the city. These contrasting scenes are creatively combined with the use of CGI. The final product, the ‘Most Comfortable Seat on the Road’ campaign, successfully positions the Turanza 6i not just as a tyre but as an investment for a more enjoyable driving experience.