TBWA GGT Simons Palmer is rolling out a pounds 3 million TV
campaign for Michelin, encouraging consumers to insist on the tyre
The campaign breaks nationally on 17 January and is the first TV work to
be produced locally in more than ten years.
The ads introduce the endline, ’Make sure they show you the logo’, a
reference to Bibendum, the Michelin Man. They aim to reinforce the
importance of branding, indicating that not all tyres are the same.
The primary execution features a man poised to buy an expensive sports
car. He throws himself around the showroom in frustration because
something is missing. When he is asked what that is, he explains that
the Michelin logo is not on the car’s tyres. The salesman switches the
tyres on the car to Michelins.
The main execution is backed by three shorter spots. One features a
young man driving into a tyre centre with music booming from his
When an assistant approaches him he closes his window, revealing a
sticker saying: ’Show me the logo.’
Robin Worthington, the marketing communications manager at Michelin UK,
comments: ’In the UK, tyres are a relatively low-interest product. The
’show me the logo’ campaign is about raising the profile of the Michelin
brand and building closer relationships with motorists.’
The ads were jointly written and art directed by Joanna Perry and Damon
Troth and directed by the Bafta-nominated Simon Cellan-Jones at Howe
Media planning is through Booth Lockett Makin and buying is through MBS