DriveGuard is a run-flat tire, which enables drivers to go an additional 50 miles after a puncture. During tire launch, the competitive landscape for run-flat tires leaned heavily on scare tactics. So, we took the opposite approach. Our big idea was to empower the driver. We used uplifting creative that showed drivers that they could stay in control, even when the situation was out of theirs.
Senior Art Director/Designer - Carrie Barr
Senior Art Director - Neely Tabor
Creative Director - Ginny Chambers
Copywriter - Jacob Fields
Photographer - Randal Ford
Work created at GS&F