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.

 
 
 
 
 

Credits:

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