Most motorists will admit to taking their tyres for granted, but Michelin used its TV advertising slot during last nights Super Bowl game to drive home a more emotive message about the vital role they play in our lives.
Michelin used its first advertising appearance during the big game to launch its new global campaign highlighting how its tyres help drivers be there for loved ones when it matters most.
The 30-second ad, titled “I Need You,” follows the lives of people in different cultures – a young father, a mother, a friend – interrupting their schedules to be there for the ones they love. In their cars, on their journeys, they rely on Michelin tyres to get there safely.
Andrew Meurer, vice president of marketing for passenger-vehicle tyres, Michelin North America, explained: “This TV ad marks an important change in our marketing strategy.
“Michelin is making a transition from the animated world of the Michelin Man to real-world scenarios in which the Michelin Man makes cameo appearances. This strategy aims to balance Michelin’s long-standing message of superior tyre performance with better consumer awareness about the importance of their tyres as they navigate the urgent, sometimes emotional needs of daily life.
“Michelin makes it possible for drivers to be there for others when it matters most.”
The ad depicts a young father who returns home to learn his wife is pregnant. A young woman rushes to comfort her friend, who’s just ended a relationship. A mother leaves work to reach her son, whoʼs homesick during his first sleepover.
According to the tyre company: “In each scenario, the driver reaches the destination with silent, reliable confidence provided by Michelin tyres.”
You can click here to view the commercial. And if you need new tyres, remember etyres supply and fit a wide range to suit all budgets, including economy, mid-range and all the premium brands, such as Michelin.
Denna Bowman, Head Office