GASTONIA, N.C. -- WIX Filters, a member of the Affinia Group family of brands, has launched a new television advertising campaign featuring a light-hearted look at the lives of unwelcome house guests, "Dirt," "Dust" and "Grime," following their eviction from the engine of the family minivan.
      
“We are always searching for new ways to support our partners, build awareness of our brand and educate our customers about the performance of WIX filters,” said Jeff Blocher, vice president of sales for WIX Filters. “We think these new ads give viewers a good feeling for the spirit of the brand, while communicating the message that WIX filters collect 45 percent more of the dirt, dust and grime that is harmful to engines."
      
The two 30-second television spots, entitled “Meet Dirt, Dust & Grime” and “Treehouse,” will air on SPEED during Race Hub, Speed Center, Car Warriors and NAS Raceday. The ads also will air nationally on Charter Cable throughout the year on channels such as CMT, Discovery Channel, ESPN and Outdoor Channel. In addition, Speed Center, a new weekly studio-based motorsports news program on SPEED will feature a regular segment called the WIX Filters Performance Report, which highlights a standout individual effort during the racing weekend.
      
The television ads will be utilized as video content across the country at numerous at-track locations, Goodguys car shows and WIX’s H2 mobile marketing events. The ads also will be made available for use by customers. The ads can be viewed on YouTube at www.youtube.com/thewixfilters.