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NEW YORK, March 23, 2015 – A new media campaign from Michelin 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 revolutionary MICHELIN® Premier® tires.
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. The storyline brings to life the peace of mind afforded to the father by choosing the right tire – view the advertisement HERE.
The campaign was developed by TBWA\CHIAT\DAY in collaboration with leading animation house Psyop and continues the series of animated presentations featuring Bibendum ― the famed Michelin Man ― in an animated world. The campaign debuted during CBS Coverage of the NCAA tournament on Sunday, March 22, and will also be included in a robust mix of outlets including The Weather Channel and ESPN.
“We’ve found that people don’t often think about tires until they need to replace them, so the goal of this creative is to remind consumers that tires play a key role in keeping them safe on the road,” said Scott Clark, chief operating officer of Michelin North America’s passenger and light truck tire division.
“The Michelin Premier is a breakthrough technology that helps provide drivers greater peace of mind as their tires wear.”
The MICHELIN Premier tire provides confidence over time when driving on wet roads using a combination of hidden grooves in the shoulders that emerge as the tire wears down, expanding rain grooves around the center that widen over time to evacuate water and a unique rubber compound that prolong the safety of the tire.
Introduced in April 2014, the MICHELIN Premier A/S was selected by Popular Science for a “Best of What’s New” for 2014 award, earned a 2014 New England Motor Press Association/Massachusetts Institute of Technology (NEMPA/MIT) Automotive Award and other positive endorsements from multiple consumer publications.
More information about the MICHELIN Premier is available at michelinman.com/premier.
About Michelin North America
Dedicated to the improvement of sustainable mobility, Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks and motorcycles. The company has earned a long-standing reputation for building innovative premium tires. In addition to tires, the company also publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Greenville, S.C., Michelin North America (www.michelinman.com) employs about 22,700 and operates 19 major manufacturing plants.