A new media campaign from Michelin North America aims to reinforce the brand’s commitment to safety by highlighting a key emotional moment between a father and daughter.
The story helps relay the importance of the prolonged safety delivered by the Michelin Premier tires, according to the tiremaker.
“We’ve found that most consumers don’t think about tires until they need to replace them, but performance over the lifetime of a tire is what is truly important,” said Scott Clark, chief operating officer of Michelin North America’s passenger and light truck tire division. “The goal of this creative is to remind consumers of this and understand what a key role they play in the long-term safety on the road. The Michelin Premier is a breakthrough technology that helps provide drivers greater peace of mind as their tires wear.”
The creative follows the journey of a father and daughter, as the young driver leaves home and takes to the road, navigating various unforeseen driving situations as the seasons change. Michelin said that the storyline brings to life the peace of mind afforded to the father by choosing the right tire.
The campaign was developed by TBWACHIATDAY in collaboration with animation house Psyop and continues the series of animated presentations featuring Bibendum in an animated world.
The campaign debuted during CBS Coverage of the NCAA tournament on March 22 and will also be included in a mix of outlets, including The Weather Channel and ESPN.
