Bridgestone Americas Inc. is targeting women, mothers and safety-minded drivers with the advertising campaign for its run-flat DriveGuard tire line. The campaign will feature Emmy-award winning actress and Modern Family star Julie Bowen.
The advertisements 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,” says Erik Seidel, vice president of brand management.
“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.”
The DriveGuard television ad campaign premiered on primetime network programming on May 15 during the season finale of ABC’s "Grey’s Anatomy."
The campaign includes three television ads and will run through September 2014. Social media engagement with Bowen and an integrated print and marketing campaign including point-of-sale, radio and digital will support the series of broadcast ads.
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.
For more information read ‘Bridgestone introduces run-flat line.’
Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993.