Title	DRIVEGUARD
Brand	BRIDGESTONE
Product/Service	DRIVEGUARD
Category	A05. Cars & Automotive Products & Services
Entrant	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Idea Creation	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Production	BANG London, UNITED KINGDOM

Name	Company	Position
Ian Thomas	JWT International	Executive Creative Director
Danielle van Berkel	JWT International	Head of TV
Brian Williams	Bang TV	Director
Jeremy MacWilliams	Bang TV	Producer

Brief Explanation

The film depicts a car’s journey on difficult conditions being smoothly negotiated by a young mother. The camerawork and the music combine to create a sense of foreboding before we even see that there is – quite literally – a nail with her name on it, and the tension peaks in a dramatic crescendo as the sharp metal pierces the tyre wall. The proposition which follows makes an impressive commitment-Bridgestone tyre’s technology mean you can expect to get a further 80km out of it at 80kmh and – in the majority of circumstances – that will prove the difference between a dangerous roadside tyre change and a repair carried out at garage.