GREENVILLE, S.C. (June 21, 2011)—Michelin North America Inc. has launched the fourth installment of its global advertising campaign, “The Right Tire Changes Everything,” illustrating the importance of tires when it comes to staying safe on wet roads.
The ad depicts an animated world where inhabitants navigate heavy rain and slippery roads and are “assaulted by mischievous raindrops,” Michelin said. Bibendum, the Michelin Man, comes to the aid of motorists by replacing their tires with Michelin-brand tires that he pulls from his body.
The new ad features the Michelin Primacy MXM4 tire, which Michelin claims can help drivers stop their cars up to 29 feet shorter than on Goodyear Assurance ComforTred Touring Tires.
The new ad will appear on television, in print media and online, including on the Michelin Man Facebook page and on YouTube, Michelin said. The national television spot launched June 20