GREENVILLE, S.C. — Group Michelin has launched its largest advertising campaign in years, spanning television, digital and social media.
Rather than focus on its product offerings, the company said the "Motion for Life" campaign "celebrates Michelin's role in facilitating the motion that is critical for life and human development."
The campaign's concept highlights the "breadth and diversity" of the solutions Michelin offers around the world.
"From heavy industry to everyday transportation, recreation and travel, Michelin's impact on mobility reaches across cultures and countries," the company said.
The ads were filmed in nine locations around the world. French advertising agency BETC designed the campaign, which will be used across the globe.
"Michelin is a brand that represents motion," Edna Johnson, Michelin North America Inc.'s vice president of communication, brands and government affairs, said. "This campaign is about the role motion plays in the world, and how Michelin enables it in ways both obvious and not so obvious."
The common theme of the campaign is motion — of people, goods and ideas.
The company said Michelin is often associated exclusively with car tires, but the company's reach goes beyond, and the campaign will demonstrate Michelin's extensive range of solutions to make mobility safer, more enjoyable and more sustainable.
The ads will be seen across national television networks and streaming platforms in North America starting in May.