NEW YORK: Michelin focuses on tyre safety through its new television campaign. The brand has launched a new television campaign with the objective of reinforcing its commitment towards tyre safety. The story revolves around an emotional moment between a father and daughter.
The creative follows the journey of a father and daughter, as the young driver leaves home and takes to the road, navigating various unforeseen driving situations as the seasons change. The storyline brings to life the peace of mind afforded to the father by choosing the right tire.
Launched during CBS Coverage of the NCAA tournament, the advertisement will be included in a strong mix of outlets including The Weather Channel and ESPN.
Scott Clark, chief operating officer of Michelin North America’s passenger and light truck tire division, said: “We’ve found that people don’t often think about tires until they need to replace them, so the goal of this creative is to remind consumers that tires play a key role in keeping them safe on the road. The Michelin Premier is a breakthrough technology that helps provide drivers greater peace of mind as their tires wear.”