Michelin launches new advertising campaign

GREENVILLE, S.C. (Feb. 25)—Michelin North America Inc. has launched a new television advertising campaign in which, among other things, the company's Bibendum mascot is depicted as a space shuttle astronaut. Michelin supplies all tires used on NASA's space shuttles. The campaign will feature three 15- and 30-second TV spots. "Shuttle" debuted Feb. 25. It will be followed by "Hands On" the week of March 4 and "Dance" the week of April 1, Michelin said. The ads were created by Detroit-based Campbell-Ewald Advertising and will run during episodes of "ER," "The West Wing," "The Late Show" and the Grammy Awards, among others. The company said the ads combine film with computer animation and will continue to use the tagline "Because so much is riding on your tires." The campaign also will include print and radio spots. Michelin said it will total "1.4 billion consumer impressions" and reach 96 percent of the company's target audience.