Michelin appeals to ’addict’ bikers with alpine road images

Michelin is launching a new campaign this week to promote its motorbike tyres to ’addict’ bikers.

Michelin is launching a new campaign this week to promote its

motorbike tyres to ’addict’ bikers.



The press campaign, created by BST-BDDP, will run in the specialist

motorbike press and features two executions shot in the French Alps by

Stuart Douglas.



One shows a long shot of a biker riding through spectacular mountain

scenery with the line: ’Halfway between Aosta and Mont Blanc there’s

some of the most breathtaking scenery in the world. Apparently.’



The second ad features a close-up shot of a bike with the line: ’I spend

three hours a day travelling to and from work. The rest of my time is

wasted.’



Robin Worthington, product advertising manager at Michelin, said: ’We

wanted to show Michelin tyres are more than just an accessory. They’re

not only integral to the bike’s safe and successful handling, but also

to the rider’s experience of biking.’



The ads were written by Jon Leney and art directed by Richard

Donovan.



BST’s creative director, Tom Hudson, said: ’Motorbikes are the coming

thing. They’re cool. Yet advertising for bikes and components is

anything but. We believe this work will put Michelin right up there as

the first brand to treat riders with a bit of respect.’



Media planning is by Booth Lockett Makin, with media buying through

Media Buying Services.



Michelin is the world’s second largest tyremaker after Japan’s

Bridgestone.



The company last advertised on TV in January 1995 with a spot backing

the launch of its fuel-saving tyre, Energy.



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