Edmonton-based tire and auto service retailer Fountain Tire has begun a new campaign featuring comedian and spokesperson Thom Sharp. The campaign, developed by Due North of Toronto, focuses on the company's customer experience. The campaign includes a 30-second television commercial called "Always There" which depicts a "personal promise" board posted in a Fountain Tire store by its owner. Four additional ads focusing on the benefits of the chain will follow. The initiative is aimed primarily at adults, particularly men, between the ages of 25 and 54. The campaign will run until early June on national specialty and conventional channels including History, Discovery, Sportsnet, TSN, CBC, CTV and others in local western markets.