Michelin North America Inc.'s BFGoodrich Tires brand is urging customers to “get a grip” in its new national ad campaign featuring tree frogs and cheetahs to illustrate the performance of its tires.
In the first ad, BFG compares the grip of set of new BFGoodrich tires to that of a tree frog. 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 bolting on a set of BFG tires, the company said.
Michelin said two-time Formula Drift champion Samuel Hübinette 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 Sport A/S tires and a Mitsubishi Lancer Evolution with BFGoodrich g-Force Super Sport A/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.
The company said tire dealers are receiving ad campaign support resources that include point-of-sale and advertising materials designed to extend and enhance their own local marketing plans.