Dustin Pedroia (left) takes Paul Sullivan on a road trip through the Arizona desert in the latest Sullivan Tire commercial.

Dustin Pedroia (left) takes Paul Sullivan on a road trip through the Arizona desert in the latest Sullivan Tire commercial.

Sullivan Tire Co. Inc. is putting Dustin Pedroia from the Boston Red Sox behind the wheel in its latest TV commercial. In the ad Pedroia takes Sullivan Tire's Vice President Paul Sullivan four wheeling in the Arizona desert.

Pedroia has appeared in the Massachusetts tire dealer's commercials regularly since 2008, and his current marketing contract with Sullivan Tire runs through 2018. This latest commercial focuses on traction.

The spots will air on NESN (New England Sports Network) during Red Sox games as well as other local cable networks across New England beginning this month.

Dustin Pedroia has been featured in Sullivan Tire advertising and appeared at special events since 2008.

Dustin Pedroia has been featured in Sullivan Tire advertising and appeared at special events since 2008.

“This year’s shoot with Dustin was great fun,” says Paul Sullivan. “We are true fans of the Red Sox and working with Dustin all these years has been a pleasure. He is a good family man and his dedication and work ethic on and off the field is certainly something we relate to. We are looking forward to another great Red Sox season.”

Sullivan Tire is No. 12 on the Modern Tire Dealer 100.

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