Global Campaign to Highlight Advantages of Michelin Rubber

Michelin’s first ever global advertising campaign got underway on October 6. The new campaign’s theme – “The right tyre changes everything” – is intended to illustrate the competitive advantages of Michelin tyres in media outlets around the world. The French manufacturer states it decided to launch what it calls an “unconventional” global campaign as a response to today’s increasingly competitive business environment.

The campaign shows that by using the right tyre – a Michelin tyre, of course –consumers can reduce fuel consumption, increase driving safety and extend tread life. While creating a link with traditional Michelin advertising, in particular its posters from the first half of the 20th century, the brand has chosen a 3-D animated presentation for its new advertising campaign. This presentation features Bibendum, the rotund and ever cheerful Michelin Man, in an animated world. As ambassador of the Michelin brand, Bib comes to the aid of motorists in trouble, replacing their faulty tyres with Michelin tyres that he pulls from his body, thereby enabling them to keep driving.

The worldwide campaign will launch initially in the United States and be gradually deployed in 55 countries. Europe and Asia will see Bibendum at work in early 2010, followed by Africa, the Middle East, India and South America.

The US rollout began on October 6 with television print media and web appearances. In addition, the US campaign launch features an enhanced digital strategy introducing the official Michelin Man Facebook page (facebook.com/michelinman) and a dedicated You Tube channel (youtube.com/michelinman).