NASHVILLE, TN (May 15, 2014) – Bridgestone Americas (Bridgestone) is targeting a new audience of tire buyers with the advertising campaign for its revolutionary new tire line. The world’s largest tire and rubber manufacturer has tapped Emmy-award winning actress and Modern Family star Julie Bowen to be the face of its new DriveGuard tire advertising campaign. The advertisements, which are designed to appeal to women, mothers and safety-minded drivers, show Bowen avoiding the worry, frustration and inconvenience associated with a flat tire by equipping her car with new DriveGuard tires from Bridgestone.
“We know women are making more family purchasing decisions today, and Julie’s enthusiasm and sense of humor about life really connect with strong, smart and bold women,” said Erik Seidel, Vice President of Brand Management, Bridgestone Americas. “Julie provides us with the perfect voice to communicate our new DriveGuard tires as a solution for safety-minded drivers who want to stay in control of their day.”
Featuring specially designed run-flat technology, DriveGuard tires from Bridgestone give drivers the ability to continue driving up to 50 miles (80 kilometers) at maximum speeds of 50 miles (80 kilometers) per hour if a puncture or loss of pressure should occur. DriveGuard tires are the first full line of mass-market replacement run-flat tires available for coupes, sedans and wagons not originally equipped with run-flat technology. DriveGuard tires are available in the United States and Canada for coupes, sedans and wagons with tire pressure monitoring systems (TPMS), and come with a 50,000 (80,000 kilometers) to 60,000 (100,000 kilometers) mileage treadwear warranty.
The DriveGuard television ad campaign will premiere on primetime network programming on May 15 during the season finale of ABC’s Grey’s Anatomy. The debut ad features Bowen on an everyday adventure with a tire engineer from Bridgestone. A :30 second spot entitled “Birthday”, as well as a :15 second spot entitled “Mess With The World”, will run throughout the campaign, which is flighted through September 2014. Social media engagement with Bowen and an integrated print and marketing campaign including POP, radio and digital will support the series of broadcast ads. The DriveGuard advertising campaign was developed with Publicis Hawkeye, a full-service integrated advertising agency based in Dallas, and part of the Publicis Worldwide global network.
“Ads in the category tend to primarily focus on the negative: potholes, thunderstorms, road hazards and babies in danger,” commented Julia Melle, SVP Group Creative Director, Publicis Hawkeye. “Bridgestone’s campaign redirects the focus, and conversation, to the positive: how tires help their customers keep going in their everyday, busy, exciting lives.”
To learn more about DriveGuard tires from Bridgestone, or to find a Bridgestone retailer, consumers should visit here.
About Bridgestone Americas, Inc.
Nashville, Tenn.-based Bridgestone Americas, Inc. (BSAM) is the U.S. subsidiary of Bridgestone Corporation, the world’s largest tire and rubber company. BSAM and its subsidiaries develop, manufacture and market a wide range of Bridgestone, Firestone and associate brand tires to address the needs of a broad range of customers, including consumers, automotive and commercial vehicle original equipment manufacturers, and those in the agricultural, forestry and mining industries. The companies are also engaged in retreading operations throughout the Western Hemisphere and produce air springs, roofing materials, and industrial fibers and textiles. The BSAM family of companies also operates the world’s largest chain of automotive tire and service centers. Guided by its One Team, One Planet message, the company is dedicated to achieving a positive environmental impact in all of the communities it calls home.
About Publicis Hawkeye
Publicis Hawkeye is a full-service integrated advertising agency based in Dallas, and part of the Publicis Worldwide global network. The agency additionally provides specialist capabilities in analytics, CRM and experiential marketing to the Publicis North America region. Publicis Hawkeye clients include: American Airlines Cargo, Anhueser Busch, BASF, Bridgestone Americas, Cargill, CiCi’s Pizza, Continental Mills, Gortex, Men’s Health, Nestlé, The North Face, Terminix and TruGreen, among others.