Julie Bowen’s Modern Family drives on Bridgestone DriveGuard run-flat tires
Bridgestone looks to target new tire buyers with its latest DriveGuard advertising campaign featuring Emmy-award winning actress and Modern Family star Julie Bowen. Intended 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.”
Bridgestone’s DriveGuard Run-flat tech ensures drivers can drive upto 50 miles (80 kilometers) at max speeds of 50 miles (80 kilometers) per hour in case of a puncture or loss of pressure. DriveGuard’s full line of mass-market replacement run-flat tires are available for coupes, sedans and wagons in US and Canada with tire pressure monitoring systems (TPMS)
“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.”
DriveGuard’s 30 second TVC Birthday features Bowen with a tire engineer from Bridgestone. there’s also a 15 second spot entitled “Mess With The World.”