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Tires Are Round and Black, Right?

Michelin launches its first global advertising campaign.

by on Oct.06, 2009

Someting old and many things new in latest ad campaign.

Something old and many things new in latest advertising campaign.

The famous Michelin man, Bibendum, is featured in the company’s first global advertising campaign that kicks off today.

The new marketing theme, “The right tire changes everything,” is intended to illustrate the competitive advantages of Michelin tires in media outlets around the world.

The French tire company claims Michelin tires deliver “enhanced braking power, greater longevity and superior fuel efficiency.”

The campaign is part past and present. It links to traditional Michelin advertising – in particular, its posters from the first half of the 20th century – while using a 3-D animated presentation.

Bibendum helps motorists in trouble, replacing their faulty tires with Michelin tires that he pulls from his body, thereby enabling them to keep driving.

The worldwide campaign launches initially in the United States and then it will be gradually deployed in 55 countries throughout Europe and Asia in early 2010, followed by Africa, the Middle East, India and South America.

No Retreads!

No Retreads!

The campaign, created by TBWA, appears mainly on television, in print media and on the Web. In addition, the U.S. campaign launch features an enhanced digital strategy introducing the official Michelin Man Facebook page and a dedicated You Tube channel. Visit for more information.

Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks, motorcycles and the space shuttle. The company also publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Greenville, S.C., Michelin North America employs more than 22,600 and operates 19 major manufacturing plants in 17 locations.

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