Actress Julie Bowen Headlines New Bridgestone Tire Ad Campaign
Bridgestone redefining tire category with appeal to women, mothers and
NASHVILLE, Tenn., May 15, 2014
NASHVILLE, Tenn., May 15, 2014 /PRNewswire/ --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 featured in 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: howtires help their customers
keep goingin theireveryday, busy, exciting lives."
To learn more about DriveGuard tires from Bridgestone or to find a Bridgestone
retailer, consumers should visit www.driveguard.com.
*Repairability of DriveGuard tires depends on the tire damage, amount of
pressure loss, and vehicle operating conditions. Contact a Bridgestone
retailer for details.
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
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,Anheuser-Busch, BASF, Bridgestone
Americas, Cargill, CiCi's Pizza, Continental Mills, Gortex, Men's
Health,Nestle, The North Face, Terminix and TruGreen, among others.
SOURCE Bridgestone Americas
Contact: Media Center, 877-201-2373
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