DURHAM, N.C.-Snap Automotive Products launched a new television advertising campaign this summer for its Fix-A-Flat temporary, non-flammable tire inflator that targets the safety-conscious consumer. Snap Automotive is seeking to expand its target audience beyond ``male do-it-yourselfers,'' of which the company said it has captured a 50-percent share, to a broader, relatively untapped category of ``safety-conscious drivers.''
While the product addresses people's fear of being stranded with a flat, the company's ad agency, West & Vaughan, opted for a light-hearted approach for the commercial. ``No one wants to be scared into buying your product,'' said Robert Shaw West.
The commercial features a woman driver whose tires survive a menagerie of road hazards but approaches an upturned nail, literally with her name on it.