Michelin Man ‘On the Buses’

The Michelin Man, will be seen on buses across the UK for the next few months as the leading French tyre manufacturer launches a bus-back advertising campaign for its new Energy Saver car tyres. The advertising campaign sees Bibendum take pride of place on the back of 53 buses operating within fleets across the UK, all of which are Michelin fleet customers.

Peter Snelling, UK head of communications at Michelin Tyre plc explained: “As far as we are aware, this is a completely unique campaign, where the brand advertised is also being used on the medium – or vehicle – to communicate this important message. Using buses that are fitted with our latest Michelin tyres seemed a very good and logical approach.

“Buses interact with our target audience like no other display format, so it just makes perfect sense to use them. Despite their positioning, I’m pleased to say that our new ads certainly don’t look like the ‘back end of a bus’, and I’m confident they’ll communicate our products’ environmental credentials very effectively and will make the campaign a great success,” he added.