May 15, 2014 Nashville, TN

Actress Julie Bowen Headlines New Bridgestone Tire Ad Campaign

Bridgestone redefining tire category with appeal to women, mothers and safety-minded drivers

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: 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

*Repairability of DriveGuard tires depends on the tire damage, amount of pressure loss and vehicle operating conditions.  Contact a Bridgestone retailer for details.