TBWA GGT Simons Palmer has unveiled its first UK work for Michelin
car tyres since retaining the manufacturer’s dollars 60 million
pan-European account last month.
Breaking on 15 May, the poster campaign uses strong graphic
representations of tread patterns, each arranged to emphasise a
particular attribute of Michelin tyres.
Michelin’s road-holding in wet weather, for example, is depicted by a
tread pattern in a raindrops design. Another execution focuses on how
well the tyres handle during performance driving, by featuring a tread
in the form of a chequered flag.
In a similar way, the tyres’ ability to help cars avoid hazards is
highlighted by the use of a tyre pattern made up of exclamation
Created by Steve Nicholls and Matt Anderson of TBWA, the campaign
consists of 48-sheet posters across the country, backed up with 96-sheet
sites in prime locations, such as London’s Cromwell Road. Media planning
is through Booth Lockett Makin, and media buying through MBS.
The pounds 1 million campaign is the first locally developed brand
advertising in five years from Michelin, and is designed to raise brand
awareness and saliency. In the past, Michelin has habitually used
advertising created in France.
Robin Worthington, marketing communications manager at Michelin, praised
the new campaign: ’By making the tyre tread integral to the campaign
idea, the posters reinforce our message of safety and performance, but
in an interesting and involving way.’
TBWA Worldwide held on to the advertising account after a pitch
involving DDB and Publicis held in Paris.