Bridgestone is using one of the stars of the hit US comedy series Modern Family to target women, mothers and safety-minded drivers in its latest advertising campaign.
Julie Bowen, who plays Claire Dunphy, uses her comedic talent to drive home the safety message behind Bridgestone tyres run-flat DriveGuard tyre line. The TV commercials show Bowen avoiding the worry, frustration and inconvenience associated with a flat tyre by equipping her car with new tyres from Bridgestone.
Erik Seidel, vice president of brand management, explained: “We know women are making more family purchasing decisions today, and Julie’s enthusiasm and sense of humour about life really connect with strong, smart and bold women.
“Julie provides us with the perfect voice to communicate our new DriveGuard tyres 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 up to 50 miles at maximum speeds of 50mph in case of a puncture or loss of pressure.
Julia Melle, SVP group creative director of Publicis Hawkeye, added: “Ads in the category tend to primarily focus on the negative: potholes, thunderstorms, road hazards and babies in danger.
“Bridgestone’s campaign redirects the focus, and conversation, to the positive: how tyres help their customers keep going in their everyday, busy, exciting lives.”
Click here to watch the first commercial.
Denna Bowman, Head Office