TBWA depicts tyre tracks in Michelin work

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.

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

marks.



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.



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