Michelin launches major brand campaign

Greenville, SC – Michelin Group has launched its largest advertising campaign in years, spanning television, digital and social media. Rather than focusing on a product, this “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 fast-paced ads were filmed in nine locations around the world and can be seen here. Renowned French advertising agency BETC designed the campaign, which will manifest across media not only in North America, but in every global region Michelin serves. 

The common theme of the campaign is motion – of people, goods and ideas. Michelin is often associated exclusively with car tires, but the company’s reach goes far beyond. The campaign will demonstrate Michelin’s extensive range of solutions to make mobility safer, more enjoyable and more sustainable.

“Michelin is a brand that represents motion,” said Edna Johnson, Michelin North America vice president of Communication, Brands and Government Affairs. “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 ads will be seen across national television networks and streaming platforms in North America beginning in May.