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By John Glenday | Reporter

March 17, 2012 | 2 min read

Michelin has launched its latest UK advertising campaign with a mix of TV ads and online banners illustrating gow they are ‘getting g a grip on wet roads’ with 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.

Riding to the rescue 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 from this Monday to June.

An online and trade campaign will dovetail with this 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.”