The campaign will feature the message “The right tyre changes everything” and is designed to illustrate the competitive advantages of Michelin tyres.
It features the famed Michelin Man in an animated world. As ambassador of the Michelin brand, he comes to the aid of motorists in trouble, replacing their inefficient tyres with Michelin tyres that he pulls from his body, thereby enabling them to keep on driving.
Giant hoardings will be visible at several key UK locations including London’s Cromwell Road,the M3 Tower,Mancunian Way,Birmingham’s M5 Dominator and the Leeds Inner Ring Road.
A series of traditional advertising hoardings and seven special format billboards will also feature in London, Liverpool, Manchester, Sheffield, Newcastle, Glasgow and Edinburgh.
Michelin says these will be eye catching parts of the campaign. Other features of the campaign include a new dark, brooding viral movie depicting motorists being attacked by out of control petrol pumps and an interactive on-line game in which the Michelin man battles with the Evil Fuel Pump.
A new campaign micro site with an on-line fuel calculator and fuel saving tips for motorists will also be up and running during the UK campaign roll-out.