BFG Goes With Nature in New Ad Effort - Tire Review Magazine

BFG Goes With Nature in New Ad Effort

Michelin North America’s BFGoodrich brand has launched a new national advertising campaign, tying the natural abilities of animals to the performance of its tires.

“This national broadcast, print and online advertising campaign heralds a new approach for BFGoodrich, providing consumers with a series of unconventional and obviously fictitious situations to help clearly visualize key tire benefits,” the company said. “The campaign illustrates that while consumers cannot literally bolt on a cheetah’s legs for acceleration or a tree frog’s hands for grip, they can achieve the grip, acceleration and toughness for their vehicles by simply bolting on a set of BFGoodrich tires.”

Animals aren’t the only stars of the new campaign. Two-time Formula Drift champion Samuel Hübinette did the stunt driving for the spots and rally pro Lars Wolfe provided technical and special counsel. The vehicles featured in the ads include a Ford Mustang GT with BFGoodrich g-Force Super SportA/S tires and a Mitsubishi Lancer Evolution with BFGoodrich g-Force Super SportA/S tires.

“Although not all consumers aspire to be race car drivers, rally pros or drifting champions, they can get a more exhilarating driving experience by owning tires with the same attributes of those used by these driving experts,” said Tom Jupena, BFGoodrich marketing communications manager. 

Developed by The Martin Agency in Richmond, Va., the campaign launched online and on television with the first spot, which features a tree frog and focuses on tire grip. The television spot is featured on BFGoodrichs’ Facebook page and YouTube channel. Print versions of the tree frog will begin appearing in September issues.

Ads featuring other animal metaphors will rotate in later in the year. Dealers are also supporting the campaign with POS and advertising materials for their own local marketing plans.

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