Bridgestone Americas Tire Operations

Philip Dobbs, Chief Marketing Officer
Erik Seidel, VP of Brand Marketing
Mark Dickens, Manager of Advertising and Promotion
Trent Stoner, Director of Advertising

Publicis Dallas *Lead Agency

Bob Moore, CCO
Eric Moncaleano, Executive Creative Director
Julia Melle, Executive Creative Director
Rick Rogers, Managing Director
Sarah Hartline, Acct. Director
Ros Rawitscher, Group Planning Director

Optimedia

GS&F

Sterling Rice

Even though they hate getting flat tires, the majority of safety-minded women dont want to talk about tires. So how do you get them excited about a tire that can take a puncture and drive up to 50 miles? With a smile. Bridgestone launched the DriveGuard tire by creating a bright, positive, humorous campaign to stand out in a dark, fear-based category. Bridgestone sales surpassed historical product launches by 91% and brand metrics soared. And for the first time ever, the conversation about flat tires was anything but flat.