Longer-lasting performance is focus of Michelin's latest advertising

Jan. 1, 2020
Michelin has launched the third installation of its ?The Right Tire Changes Everything? advertising campaign.

Michelin has launched the third installation of its “The Right Tire Changes Everything” advertising campaign.

The new spot features the Michelin Man in an animated world where the inhabitants face challenges brought on by failing to use Michelin tires. The character comes to the aid of motorists in trouble, replacing their tires with Michelins that he pulls from his body, enabling the drivers to go farther on the road.

The company’s HydroEdge is at the center of the ad with its 90,000-mile warranty and the contention that it lasts up to 33,000 miles longer than a competing tire.

“On average, 33,000 miles could enable a motorist to drive across the country 10 extra times before having to replace his or her tires, while maintaining the safety and fuel-efficiency one would come to expect from a Michelin tire,” says Don Byrd, vice president of marketing. “And, as the percentage of miles driven in the U.S. rises – the average American is now driving nearly 13,500 miles per year – the need for a long-lasting tire with added performance benefits is more important than ever,” he adds.

“The third piece of creative in the campaign allows us to reinforce the Michelin brand message by showing yet another way Michelin tires offer consumers unparalleled performances in the industry,” Byrd continues.

“When you consider a product like HydroEdge lasting up to 33,000 miles longer than a leading competitor, that’s a real advantage we can pass along to the consumer,” he explains. “Our goal is to enable consumers to think about their tire choices more carefully, so they can choose the best tire for their individual needs.”

For more information, visit www.michelinman.com/the-right-tire.

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