GREENVILLE, S.C.—Michelin North America Inc.'s BFGoodrich Tires brand is launching a global brand campaign—called "Your Next"—that focuses on car builders and overlanders pursuing their passions.
"Our community lives life with a 'built, not bought' mindset that makes them uniquely capable of taking on the toughest of challenges," Jordan Tucker, global director of marketing for BFGoodrich Tires, said, noting the company feels the campaign celebrates BFG's "enablement of our consumers' adventures."
The storytelling-based campaign debuts with two short films shot in Australia and California that will appear on streaming and social channels in the U.S., Canada, Europe, Mexico, Australia, Africa and East Asia.
The first film, "Preserving the Trail for the Next Generation," follows an overlanding trip through the Australian outback, showing enthusiasts on adventures enabled by BFGoodrich Tires and practicing "tread lightly" principles. Adventure photographer Jeff Johnson accompanied the Australian team and captured the images featured in the campaign.
The second film, "The Next Generation of American Muscle," features fabrication expert Rodger Lee of Ironworks Speed & Kustom in Bakersfield, Calif. The 3 minute, 39-second film is aimed at the builder community and follows an aspiring young mechanic, Kellen Overall, mentored by Lee through the restoration and modification process of a four-door Chevy Nova.
BFGoodrich worked with AMP Agency on the campaign, which builds on the brand's existing "What Are You Building For?" creative platform.