NASHVILLE, Tenn. (May 14, 2015) – Bridgestone Americas (Bridgestone) today released the latest commercial spots for its DriveGuard line of tires, which feature comedian Will Arnett as a father facing a flat tire at an inopportune time – just when he has run out of diapers. The humorous advertisements are the next installment in the Bridgestone “Everyday Performers” campaign and are designed to appeal to today’s busy consumers with a positive tone and in a relatable way. The new spots show Arnett avoiding the worry, frustration and inconvenience associated with a flat tire by equipping his car with DriveGuard tires from Bridgestone, which allow drivers to travel up to 50 miles at up to 50 miles per hour to safety after a flat.*
“We increasingly rely on our tires and vehicles to get the job done, especially as our lives and schedules become more demanding,” said Philip Dobbs, chief marketing officer, Bridgestone Americas. “Will’s fun and comedic tone is the perfect way to show how he, particularly as a dad himself, can appreciate the run-flat technology of DriveGuard tires when he needs it most. DriveGuard tires from Bridgestone are engineered to help drivers stay in control of their busy lives – even when they are faced with a flat tire.”
Featuring specially designed run-flat technology and the ride comfort of a traditional touring tire, DriveGuard tires from Bridgestone give drivers the ability to continue driving up to 50 miles (80 kilometers) at maximum speeds of 50 miles (80 kilometers) per hour if a puncture or loss of pressure should occur.* Bridgestone DriveGuard tires are the first full line of mass-market replacement run-flat tires available for coupes, sedans and wagons not originally equipped with run-flat technology. DriveGuard tires are available in the United States and Canada in 36 sizes for coupes, sedans and wagons with tire pressure monitoring systems (TPMS), and come with a 50,000 (80,000 kilometers) to 60,000 (100,000 kilometers) mile treadwear limited warranty.**
The Bridgestone DriveGuard tire television ad campaign will premiere May 14 on primetime network programming during the season finale of “The Blacklist” on NBC. The debut ad shows Arnett on the way to the store to pick up more diapers with his son and a tire engineer from Bridgestone. In addition to the :30 second premiere spot entitled “Diapers,” Bridgestone will run a :15 second spot entitled “Unstoppable.” Social media engagement with Arnett and an integrated digital campaign will support the series of broadcast ads.
Julia Melle, SVP executive creative director, Publicis Dallas, stated, “The ‘Everyday Performers’ campaign demonstrates how Bridgestone tires are made to keep up with your ambitious life. This year, we are thrilled to feature our DriveGuard tires with the improv genius, Will Arnett, as our harried dad out of diapers. The only thing worse than being a dad flat out of diapers, is getting a flat tire on your way to the store. The side of the road is a dangerous place to be stuck with a toddler. But with revolutionary DriveGuard tires from Bridgestone, Will Arnett can get a flat and keep driving to the store. He also can find a safe place to get his tire repaired or replaced.”
DriveGuard tires from Bridgestone demonstrate the company’s commitment to innovation that first and foremost serves the customer. First launched in April 2014, DriveGuard tires remain the only run-flat aftermarket tire fitment available to consumers.
To learn more about DriveGuard tires from Bridgestone or to find a Bridgestone retailer, consumers should visit www.driveguard.com.
About Bridgestone Americas, Inc.:
Nashville, Tennessee-based Bridgestone Americas, Inc. (BSAM) is the U.S. subsidiary of Bridgestone Corporation, the world’s largest tire and rubber company. BSAM and its subsidiaries develop, manufacture and market a wide range of Bridgestone, Firestone and associate brand tires to address the needs of a broad range of customers, including consumers, automotive and commercial vehicle original equipment manufacturers, and those in the agricultural, forestry and mining industries. The companies are also engaged in retreading operations throughout the Western Hemisphere and produce air springs, roofing materials, and industrial fibers and textiles. The BSAM family of companies also operates the world’s largest chain of automotive tire and service centers. Guided by its One Team, One Planet message, the company is dedicated to achieving a positive environmental impact in all of the communities it calls home.
Client: Bridgestone Tires
Campaign Title: Everyday Performers
Agency Location: Dallas, TX
Executive Creative Director/s: Bob Moore, Julia Melle, Eric Moncaleano
Copywriter: Jacob Latchem
Art Director: Blake Cleavenger, Julius Prilianto
Producer/s: Nicky Furno
Account: Rick Rogers, Sarah Hartline, Matt Duerr, Jaclyn Hansell
Production Company: Tool
Director: Erich Joiner
Executive Producer: Lori Stonebraker
Producer: Nadine Brown
Editorial Company: Whitehouse Post
Editor: Heidi Black, Keith Hamm
Producer: Joni Williamson, Annie Maldonado