Focusing on safety and maintenance, Brake Parts Inc. has launched a national television advertising campaign featuring Raybestos brand brakes.
The effort, which began in January, will continue through June. It consists of more than 600 commercials that will air on 11 networks and reach a projected audience of 350 million homes in North America, the company said. The spots feature freeze frame technology and use more than 90 still cameras to freeze action in real-life situations.
``We are taking an aggressive, proactive step in educating the consumer about the importance of quality brake parts to ensure their safety'' said Larry Pavey, president of Brake Parts. ``We are taking a leadership role in emphasizing that brake systems need to be checked on an annual basis.''
Studies show women purchase more than 60 percent of all brake services, the firm said. Thus, spots will be shown on Lifetime, Home and Garden, Discovery Channel and The Learning Channel, as well as during a number of sporting events.