GREENVILLE, S.C. (March 20, 2015) — Michelin North America Inc. (MNA) is debuting a television ad campaign designed to highlight its Michelin Premier tires.
The line — which the tire maker touts as having an “emerging” tread as the tire wears — at the same time is expanding by 11 passenger sizes.
Introduced in April 2014, Michelin's Premier A/S uses the tire maker's EverGrip technology, which combines a proprietary rubber compound, hidden grooves in the shoulders that emerge as the tire wears down and expanding rain grooves around the center that widen over time in order to prolong the safety characteristics of the tire. The new sizes bring the line to 44 SKUs.
The Greenville-based tire maker said it also plans to debut a light truck version, the Premier LTX, later this year.
Michelin's new ad, developed by TBWA\CHIAT\DAY in collaboration with animation firm Psyop, emphasizes the firm's commitment to safety by depicting an emotional moment between a father and daughter.