NASHVILLE, Tenn.—Bridgestone Americas has tapped Julie Bowen, an Emmy award-winning actress and star of the ABC comedy Modern Family, to be featured in its new DriveGuard tire ad campaign.
The advertisements are designed to appeal to women, mothers and safety-minded drivers, Bridgestone said, and will depict Ms. Bowen avoiding the worry, frustration and inconvenience associated with flat tires by equipping her car with the company's DriveGuard run-flat tires.
The television ad campaign premiered May 15, with the debut ad featuring Ms. Bowen on an “everyday adventure” with a tire engineer from Bridgestone.
Bridgestone said a 30-second spot titled “Birthday” and a 15-second spot called “Mess with the World” will appear throughout the campaign, which is scheduled to run through September. Social media engagement with Ms. Bowen and an integrated print and marketing campaign including point-of-purchase, radio and digital will support the series of broadcast ads.
Bridgestone did not say what it's budgeting for the campaign.
“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 for Bridgestone.
DriveGuard tires can be driven up to 50 miles (80 kilometers) at a maximum speed of 50 mph after a puncture or loss of pressure occurs. The tire launches with 32 sizes available in 15- to 19-inch rim diameters and in H, V and W speed ratings.