Michelin Man returns to protect drivers in TV push

Michelin, the tyre manufacturer, is set to launch the next phase of its global ad campaign next week, with a TV ad featuring an animated version of its Michelin Man character.

The TV ads, by TBWA\Chiat\Day New York, will launch on Monday (12 September) supported by outdoor posters and online activity.

The ads feature the famed Michelin Man protecting a motorist from treacherous wet driving conditions.

They launch with the strapline, "the right tyre chances everything" and feature the Michelin Man coming to the rescue of motorist Max and his son who have problems with their car's grip in the rain.

The creative directors on the ad were Laurent Bathelemy and Anh Vu. Art direction was by Rebecca Fargnoli and Kasia Haupt. Pamela Jones and Emily Franfurt were the copywriters on the ad.

The ads will run over a seven week campaign in prime-time TV slots, trade magazines and on-line including YouTube, Facebook and the Top Gear, AA, RAC and ViaMichelin websites. A safety themed microsite including safety tips for the motorist will also be part of the campaign.

In the 'Get Ready for the Road' microsite, motorists can compile their own safety check list and receive advice on safety maintenance essentials including tyre tread depth and tyre pressure.

Michelin began rolling out its first global ad campaign in March last year.

Phil Baldock, head of communications at Michelin UK, said: "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."