GREENVILLE, S.C. (July 30, 2010) — Michelin North America Inc. has launched the third installment of its “The Right Tire Changes Everything” global advertising campaign, focusing on long tread life.
The newest advertising spot features the company's Michelin Man mascot Bibendum in an animated world, where inhabitants face challenges resulting from their failure to use Michelin brand tires. Bib comes to the aid of these motorists by replacing their tires with the Michelin HydroEdge, which includes a 90,000-mile warranty.
On average, the HydroEdge lasts up to 33,000 miles longer than competing tires, Michelin claims, enabling motorists to drive across the U.S. 10 extra times before replacing their tires.
“The third piece of creative in the campaign allows us to reinforce the Michelin brand message by showing yet another way Michelin tires offer consumers unparalleled performances in the industry,” said Don Byrd, Michelin's vice president of marketing. “Our goal is to enable consumers to think about their tire choices more carefully, so they can choose the best tire for their individual needs.”