Brands that Make You Scoff – Michelin

Why would such a respected brand stoop to such nonsense?

The white-tired Michelin man drives into the country to find his Michilen dog who comes running and jumps into the character’s arms. As they drive off the voice-over speaks of the imortance of having a “relationship” with your tires.

Have you ever thought about having a relationship with any inanimate object, much less a set of radials? This is just ridiculous. Now I know and can accept the concept of safe tires and the benefit as Michelin used to advertise with a baby snuggled in the tire’s diameter. Very cute and compelling. A great way to visualize the idea of safety for those you love.

There are just some products and product categories that might lend themselves to a relationship appeal, but radial tires just don’t fit. It’s too much a stretch. Michelin management is engaged in self-dilusion if they think their ads about relationships with tires might enhance brand loyalty.

I wonder if even a single account exec or creative on their account, or indeed anyone employed by Michelin has or will ever have a relationship with their tires? No? Then how can they expect that of us?

‘Nuf said

Martin Jelsema
303-242-5975

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