By The Drum Team | Editorial

September 8, 2011 | 2 min read

Michelin is launching a new campaign next Monday, 12 September, focusing on the safety of drivers in wet weather, still with the strapline ‘The right tyre changes everything’.

The campaign will run for seven weeks across TV ads, outdoor posters and on-line banners. It will be featured in prime-time TV slots, trade magazines and on-line including Youtube, Facebook and the Top Gear, AA, RAC and ViaMichelin websites.

The animated ads will feature the Michelin Man coming to the rescue of motorist Max and his son in wet and dangerous driving conditions. The Michelin Man fits the vehicle with Michelin tyres, making the car safer.

There will also be a safety themed microsite including safety tips for the motorist, which will include a section allowing motorists to compile their own safety check list and receive advice on safety maintenance essentials including tyre tread depth and tyre pressure.

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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