Bridgestone, the world's largest tyre and rubber manufacturer, are targeting a new audience with a new advertising campaign by Publicis Hawkeye for its revolutionary new line of tyres. Emmy-award winning Modern Family star Julie Bowen has been tapped to star in the campaign for 'DriveGuard' tyres, a new range of tyres designed to be as safe as possible. The playfully humorous advertisements have been designed to appeal to women, specifically mothers, hence the casting of Bowen, who is famous for playing a neurotic mother on the hit sitcom. In the ads, Bowen is shown avoiding the worry, frustration and inconvenience associated with flat tyres by installing Bridgestone's DriveGuard tyres.
The playfully humorous advertisements have been designed to appeal to women, specifically mothers, hence the casting of Bowen
Erik Seidel, vice president of brand management at Bridgestone, said that they “Know women are making more family purchasing decisions today,” and they believe that “Julie's enthusiasm and sense of humour about life really connect with strong, smart and bold women." He also says that she provides the brand with the perfect voice to communicate the new tyres “As a solution for safety-minded drivers who want to stay in control of their day."
Julie Bowen
The debut ad is a 30 second spot called “Birthday”, in which Bowen is late taking her son to a birthday party and in her haste, not only runs over a variety of hazards, but forgets to actually take her son. Of course, her car is equipped with the specially designed DriveGuard tyres though, which enable drivers to continue driving for up to 50 miles after a puncture! There will also be a 15 second spot entitled “Mess With The World, which sees Bowen test driving the tyres with a Bridgestone engineer.” Both spots will run through to September this year and debuted last night on American television during the season finale of ABC's Grey's Anatomy. Besides the ads, there will also be an integrated print and marketing campaign and social media engagement, all of which will reinforce and support the broadcast ads.
Both spots will run through to September this year and debuted last night on American television during the season finale of ABC's Grey's Anatomy
The campaign was developed with Publicis Hawkeye, a full-service integrated advertising agency based in Dallas, and part of the Publicis Worldwide global network. Julia Melle, SVP group creative director at Publicis Hawkeye believes their ads, circumvent the campaigns usually seen in this category, which “Tend to primarily focus on the negative: potholes, thunderstorms, road hazards and babies in danger." She says the new campaign “redirects the focus, and conversation, to the positive: how tires help their customers keep going in their everyday, busy, exciting lives."
Official Publicis Hawkeye Website
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK, who has never in his life had to replace a flat tyre. But then, he doesn't drive.
