NORWELL, Mass. — Sullivan Tire & Auto Service has teamed up with Boston Red Sox second baseman Dustin Pedroia for new TV commercials filmed in the Arizona desert.
In the commercials, which focus on the theme of traction, Mr. Pedroia takes Sullivan Vice President Paul Sullivan for a four-wheeling trek in the desert.
Mr. Pedroia has a marketing contract with the tire dealership and has appeared in its TV commercials regularly since 2008.
The new spots began airing this month on the New England Sports Network (NESN) during Red Sox games and on other local cable networks in New England.
"This year's shoot with Dustin was great fun," Mr. Sullivan said.
"We are true fans of the Red Sox and working with Dustin all these years has been a pleasure. He is a good family man and his dedication and work ethic on and off the field is certainly something we relate to. We are looking forward to another great Red Sox season."