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Michelin North America’s B.F. Goodrich tire brand is returning to TV for the first time in more than 10 years. A $10 million ad campaign, scheduled to break June 15, includes the new tagline, “Take control,” said John Hargrave, Michelin’s marketing communications manager.
The campaign–geared toward the general consumer market–is being created by W.B. Doner & Co., Southfield, Mich., which has handled print work for the brand directed at the auto enthusiast niche for the past 10 years.
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