Spring is here and with it the threat of showers, which is why the latest Michelin tyres TV advert is focusing on ‘getting a grip on wet roads’.
The tyres manufacturers latest UK advertising campaign uses TV ads and online banners illustrating the benefits of the Michelin Primacy 3 tyre.
The Michelin Man will appear navigating an animated world, coming to the rescue of a motorist called Max who is battling dangerous driving conditions.
Rolling to the rescue the Michelin Man fits the new slicks on the car, pronouncing that “rainy days are not so tricky” with the new range of tyres fitted.
The television ads retain “The right tyre changes everything” strapline and will run on prime time slots on ITV, Five, Channel 4, Sky and other digital channels until June.
The TV ads will run in tandem with an online and trade campaign on Youtube, Facebook, Top Gear, AA, RAC and in tyre trade press.
Phil Baldock, Michelin UK’s Head of Communications, said: “Throughout the campaign we have sought to convey the message that the right tyre changes everything.
“By choosing a Michelin tyre you can achieve greater fuel efficiency, longevity and safety – a combination of elements that will deliver all-round better driving performance.”
Denna Bowman, Head Office