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. The tagline for those efforts remains: "When you're ready to get serious."
The Akron, Ohio, tire company had given Doner, Rubin Postaer & Associates, Santa Monica, Calif., and D'Arcy Masius Benton & Bowles, St. Louis, each a project assignment to come up with creative ideas for a TV campaign, Hargrave said.
"I wouldn't characterize it as a review," Hargrave said. "We did go to additional agencies to solicit creative ideas for a TV assignment" in order to "ensure that we returned to television with the most effective creative."
Rubin Postaer was invited because of its work for Honda, and DMB&B because of its strategic work for several clients, Hargrave said. All three "produced good work, but Doner's was superlative," he said.
Doner's concepts produced extremely high persuasion scores in testing, Hargrave said. The agency's creative concepts struck a deep emotional chord with consumers, "which is tough to do in this category," he said.
The spots will emphasize control and empowerment--not only in consumers' driving experience, but in their lives, based on the choices they make, he said.
Doner chairman and chief executive officer Alan Kalter said the agency will begin production on the new campaign this week.