GREENVILLE, S.C. (July 15, 2010)—Michelin North America Inc.'s BFGoodrich Tires brand is launching a national ad campaign using animals to illustrate the performance of its tires.
The company is focusing on the characteristics of a tree frog to illustrate the grip of a new set of BFGoodrich tires. Other animal metaphors throughout the campaign will bring the company's message home, enabling consumers to understand just how easy it is to bolt on grip, acceleration and toughness to their vehicles.
The national broadcast, print and online campaign illustrates that while consumers cannot literally bolt on a cheetah's “legs” for acceleration or a tree frog's “hands” for grip, they can achieve the grip, acceleration and toughness for their vehicles by simply bolting on a set of BFG tires, the company said.
Michelin said two-time Formula Drift champion Samuel Hubinette did the stunt driving for the spots and Rally pro Lars Wolfe provided technical and special counsel. The vehicles featured in the ads include a Ford Mustang GT with BFGoodrich g-Force Super SportA/S tires and a Mitsubishi Lancer Evolution with BFGoodrich g-Force Super SportA/S tires.
The online and TV ads featuring the tree frog metaphor debuted July 14. This first TV spot also will be introduced on BFGoodrich Tires' Facebook page and YouTube. The campaign was developed by the Martin Agency in Richmond, Va.
Print versions of the tree frog will begin appearing in September issues of publications. Cheetah and “toughness” print ads will get rotated in later in the year.