Michelin Launches Third Wave of Ads - Tire Review Magazine

Michelin Launches Third Wave of Ads

As part of Michelin’s global advertising campaign, “The Right Tire Changes Everything,” Michelin has launched its third “execution” of the series, focusing on “the importance of tires that enable drivers to outlast the road with unparalleled wear life, saving drivers money by requiring replacement less often.”

The new TV spot features the Michelin Man “in an animated world where the inhabitants face challenges brought on by failing to use Michelin tires,” the company said. In the new execution, the Michelin HydroEdge tire is showcased. Print and online ads are also planned.
“The third piece of creative in the campaign allows us to reinforce the Michelin brand message by showing yet another way Michelin tires offer consumers unparalleled performances in the industry,” said Don Byrd, vice president of marketing for Michelin North America. “When you consider a product like HydroEdge lasting up to 33,000 miles longer than a leading competitor, that’s a real advantage we can pass along to the consumer. Our goal is to enable consumers to think about their tire choices more carefully, so they can choose the best tire for their individual needs.”

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