Michelin rolls out global tyre ad campaign

ERJ staff report (RD)

New York - Michelin has announced its first global advertising campaign - 'The right tire changes everything'.

The campaign intends to show the competitive advantages of Michelin tyres in media outlets across the globe, a 6 Oct statement said. The company said it has chosen a 3-D animated presentation for the new campaign, which features Bibendum - the Michelin Man - coming to the aid of motorists in trouble in an animated world.

The campaign, created by New York-based ad agency TBWA/Chiat/Day, rolled out yesterday, primarily on television, in print media and on the Internet, Michelin said. The first ad shows Bibendum battling an “evil gas pump” that's holding motorists captive with high gas prices.

According to Michelin, its tyres deliver “enhanced braking power, greater longevity and superior fuel efficiency,” the statement said.

The campaign will roll out initially in the US before being gradually deployed to 55 countries in Europe and Asia in early 2010, followed by Africa, the Middle East, India and South America. (RD)

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Press release from Michelin