Michelin Tires is celebrating the special moment when a teenager gets their first car.
The goal of the video, which uses a compilation of YouTube videos featuring real-life teens receiving their first vehicle, is also to remind parents and teens of the responsibility of owning and operating a vehicle. Summer, specifically Memorial Day to Labor Day, has been named the 100 deadliest days for teen drivers.
This video compilation is an extension of Michelin’s multi-year campaign focusing on teen driver safety, including “Beyond the Driving Test.” This includes teen-to-teen education in the form of influential teen YouTube videos and government lobbying to require adequate tire safety information in all state drivers education curricula.
Getting a first car is an unforgettable milestone in any person’s life, says Lynne M. Fowler, Michelin brand communications manager.
“It bestows freedom and independence, but with that comes a great responsibility to stay safe on the road,” Fowler tells Marketing Daily. “Our new creative is designed to generate conversations about that milestone and connect it to the importance of safe tires on that first car — or any car.”
The goal of the campaign is to remind drivers that whether or not your first (or current!) car is in the best condition, your tires should be.
“Our creative also goes beyond tire safety and recognizes the moment when a parent prepares to hand over the keys to their young driver, an emotion all parents can relate to,” Fowler says. “Our spot heightens the numerous feelings around that emotional moment and illustrates how Michelin is dedicated to keeping them safe, even when they are away.”
Michelin believes that the campaign will resonate with drivers of all ages, since everyone has a memory of their first car.
“We see this as an extension of some of our most recent campaigns, and have plans to run the spot during several major sporting events, including the Sunday night baseball and the US Open, as well as family programming across AMC, A&E, Discovery, History, HGTV, National Geographic, Food Network, Travel Channel, Weather Channel and Velocity,” Fowler says.
In addition to this creative, Michelin has launched a new online and social campaign for the summer designed to help students (and their families) get ready for the trip to college. Consumers can learn more at www.betheremoments.com or by searching for the hashtag #betheremoments.