NEW YORK (Oct. 7, 2009)—Michelin is launching a global advertising campaign using the theme, "The right tire changes everything," featuring company mascot Bibendum in an animated world pulling tires from his body to help motorists.
The campaign, created by New York-based ad agency TBWA/Chiat/Day, rolled out Oct. 6, 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.
The U.S. campaign launch also features an enhanced digital strategy, introducing the official Michelin Man Facebook page and a dedicated You Tube channel. Visit michelinman.com for more information.
The tire maker said the new campaign reflects its "commitment to maintaining its market leadership" and is intended to "illustrate the competitive advantages of Michelin tires in media outlets around the world."
The worldwide campaign launches initially in the U.S. and will then be deployed gradually in Europe and Asia in early 2010, followed by Africa, the Middle East, India and South America, Michelin said. The company did not disclose its anticipated spending on the campaign.
Michelin hopes using a 3-D animated version of Bibendum will create a link with the tradition of Michelin advertising—in particular posters featuring Bib from the first half of the 20th century.
The firm also hopes to deliver a message that its tires offer consumers the opportunity to reduce fuel consumption, increase driving safety and extend tread life.
New York-based TBWA is part of Omnicom Group Inc., a global advertising, marketing and corporate communications company. It gained Michelin's worldwide account last summer, taking over the North American business—valued at $35 million—from Campbell-Ewald.