The Right Tire Changes Everything" Michelin's First Global Advertising Campaign

Today, Michelin is launching its first global advertising campaign. The new campaign’s theme – “The right tire changes everything” – is intended to illustrate the competitive advantages of Michelin® tires in media outlets around the world.

In response to today’s increasingly competitive business environment, Michelin has decided to launch an unconventional global campaign to explain to consumers the benefits of using its tires.

Michelin tires simultaneously deliver enhanced braking power, greater longevity & superior fuel efficiency. The campaign shows that by using the right tire, consumers can reduce fuel consumption, increase driving safety & extend tread life.

While creating a link with the gr& tradition of Michelin advertising – in particular its powerful posters from the first half of the 20th century – the br& has chosen a 3-D animated presentation for its new advertising campaign.

It features Bibendum – the famed Michelin Man – in an animated world. As ambassador of the Michelin br&, he comes to the aid of 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 will launch initially in the United States & then be gradually deployed in 55 countries – in Europe & Asia in early 2010, followed by Africa, the Middle East, India & South America.

The U.S. rollout is set for Oct. 6, with the campaign to appear mainly on television, in print media & on the Web. In addition, the U.S. campaign launch features an enhanced digital strategy introducing the official Michelin Man Facebook page & a dedicated You Tube channel. Visit michelinman.com/the-right-tire for more information.

Created by TBWA, the new campaign reflects Michelin’s commitment to maintaining its market leadership.

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

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