Michelin asked the Quality Bicycle Products marketing department for a campaign for its new line of city-friendly, durable tires. Our research found that ads for puncture-resistant tires focus almost exclusively on the dangers that befall a tire — broken glass, tacks, etc. Because the audience for the Protek line is more likely to be casual riders who hop on their bikes for fun, who may not even know how to fix a flat, we realized that dark moody scenes of imminent peril would not be encouraging. Instead, we focused on enjoyable things that you can access via bike — destinations and experiences now made worry-free with Michelin's Protek tires.
