PARIS - A new pan-European television advertising campaign highlights the pleasure of driving a car equipped with BF Goodrich tires.
The Michelin-owned US brand says the campaign is an alternative to traditional tire ads that stress endurance, performance and safety.
Created by BBDP & Fils, Paris, the campaign uses a TV advertisement full of special effects shot by French director Frederic Plancho. Agency sources say it cost more than $1 million.
The advertisement stars a man with telekinetic powers who demonstrates his ability to bend objects by the power of his mind. He then takes his car for a drive. Bored by the monotony of straight roads, the man decides to use his power on a suspension bridge - in this case the recently opened Oresund Bridge over the Baltic Sea between Denmark and Sweden.
After a moment of concentration, the bridge is transformed into a winding course above the ocean, highlighting the road-gripping ability of BF Goodrich's tires.
The advertisement ends on the signature slogan: 'Fun is not a straight line.' Print advertisements are being launched simultaneously across Europe.
BDDP & Fils President Nicolas Bordas says the pan-European campaign around BF Goodrich represents a 'revolution' for Michelin, which has never dedicated important advertising resources to any of its subsidiary brands.