Michelin Man to hit TV screens with wet grip adverts

Michelin is to communicate a series of wet grip orientated messages with the next phase of its UK advertising campaign. This time the safety themed ads are designed to show the Michelin Man (Bibendum) protecting a motorist from treacherous wet driving conditions. Through a mix of TV ads, outdoor posters and on-line banners, the next phase of Michelin's global ad campaign will be rolled out across the UK. The first television ads will appear on Monday 12 September.

In the new ads, the Michelin Man is seen coming to the rescue of motorist Max, who accompanied by his son, is struggling to drive home in dangerous driving conditions brought on by “treacherous raindrops” falling onto the road. As their car slips and slides on the road the Michelin Man is on hand to fit the vehicle with Michelin tyres, and in doing so reminds Max and his son that “rainy days are not so tricky”, when you use Michelin tyres.

Source: Michelin

Retaining the campaign’s strap-line of – “The right tyre changes everything” –  this  current phase of the advertising drive puts safety at the forefront of its focus with the message that Michelin Energy Saver tyres can help motorists stop three metres shorter than  competitors’ tyres. The ads will run over a seven week campaign in prime-time TV slots, trade magazines and on-line including Youtube, Facebook and the Top Gear, AA, RAC and ViaMichelin websites. A safety themed microsite including safety tips for the motorist will also be part of the campaign.

In the safety microsite section headlined, Get Ready for the Road, motorists can compile their own safety check list and receive advice on safety maintenance essentials including tyre tread depth and tyre pressure. The safety microsite also contains information about Michelin’s latest buy two tyres or more and  receive a free tyre inflator offer, which is available from Thursday 1 September to Friday 30 September 2011.

Phil Baldock, Michelin UK’s Head of Communications, said: “We are looking forward to the latest phase of the UK campaign with safety as the message. As with previous ads, we have taken an innovative and unconventional direction but still retain the core messages about the benefits of using Michelin tyres. This time around we will be communicating about how using the right tyre, namely a Michelin tyre, can help achieve better grip on the road in wet conditions and vastly improve stopping distance.”

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