Bridgestone produces consistently entertaining commercials for the Super Bowl year after year, and for Super Bowl XLVI they are once again sponsoring the halftime show. They just kicked off their 2012 ad campaign with a spot that aired during the Bridgestone Winter Classic, giving hockey fans and NFL something to gnaw on as a lead-up to the Super Bowl.

The campaign will run through January and feature other mini-spots, as well as giveaways of swag like a few limited-edition pucks and balls. Big names in ESPN are in on the fun with this tongue-in-cheek campaign, and it all comes to a head on February 5 during Super Bowl XLVI.

Here’s the spot that aired during the Winter Classic, and you can find more info and videos at the source link.