An animated version of its famous Michelin man brand icon stars in a series of TV commercials as an epic hero who confronts a pressing problem in Asia: escalating fuel prices.
One ad, produced by New York-based production company Psyop, shows the muscle-bound character arm-wrestling with a petrol pump to bring down your fuel consumption. The Michelin man wins the contest, then the voiceover says: ‘Michelin, the fuel-saving tyre.” Another spot, titled ‘Longevity’, shows the Michelin man rolling out a road across a green field.
‘Michelin tyres take you further, so you can keep going and going,’ intones the voice-over. The final words are: ‘Michelin, the long-lasting tyre,’ before the slogan: ‘Michelin: a better way forward’.
Graham Kelly, executive creative director of TBWA\Tequila Singapore, the agency that created the campaign, said: “The Michelin man is one of the world’s most famous, best-loved brand icons. So we had to tread carefully. The challenge was to give him a more contemporary look, yet retain his most endearing characteristics.”
According to Kelly, the Michelin man has been given a more powerful and masculine physique to help define Michelin’s role in bringing down fuel costs while maintaining the brand’s premium position.
“Michelin is the most premium tyre brand in this region. While the cost to purchase Michelin tyres is slightly higher than other brands, the actual cost of ownership is in fact far lower when we consider how Michelin’s various technologies allow for longer lasting performance, or reduced fuel consumption,” said Mirmalo Wilkes, account director at TBWA/Tequila Singapore.
The campaign, which consists of outdoor, print and online executions as well as TV, breaks this month in Thailand, Taiwan, Malaysia and Australia before rolling out across the rest of the region.
The campaign breaks at a time when oil prices have risen to US$135 a barrel, and Michelin hopes its campaign places it in a positive light with consumers struggling with high fuel prices .
Taiwan and Indonesia have pledged to give cash hand-outs to low-income families to help them cope with planned reductions in fuel subsidies.
Malaysia has announced tax cuts to help its citizens cope with expensive fuel.
