'The Right Tire Changes Everything': Michelin's First Global Advertising Campaign

NEW YORK, Oct. 6, 2009 -- Today, Michelin is launching its first global advertising campaign. The new campaign's theme - "The right tire changes everything" - is intended to illustrate the competitive advantages of Michelin® tires in media outlets around the world.

In response to today's increasingly competitive business environment, Michelin has decided to launch an unconventional global campaign to explain to consumers the benefits of using its tires.

Michelin tires simultaneously deliver enhanced braking power, greater longevity and superior fuel efficiency. The campaign shows that by using the right tire, consumers can reduce fuel consumption, increase driving safety and extend tread life.

While creating a link with the grand tradition of Michelin advertising - in particular its powerful posters from the first half of the 20th century - the brand has chosen a 3-D animated presentation for its new advertising campaign.

It features Bibendum - the famed Michelin Man - in an animated world. As ambassador of the Michelin brand, he comes to the aid of motorists in trouble, replacing their faulty tires with Michelin tires that he pulls from his body, thereby enabling them to keep driving.

The worldwide campaign will launch initially in the United States and then be gradually deployed in 55 countries - in Europe and Asia in early 2010, followed by Africa, the Middle East, India and South America.

The U.S. rollout is set for Oct. 6, with the campaign to appear mainly on television, in print media and on the Web. In addition, the U.S. campaign launch features an enhanced digital strategy introducing the official Michelin Man Facebook page and a dedicated You Tube channel. Visit michelinman.com/the-right-tire for more information.

Created by TBWA, the new campaign reflects Michelin's commitment to maintaining its market leadership.

Dedicated to the improvement of sustainable mobility, Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks, motorcycles and the space shuttle. The company also publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Greenville, S.C., Michelin North America employs more than 22,600 and operates 19 major manufacturing plants in 17 locations.

For more information in North America, visit www.MichelinMedia.com
First Call Analyst:
FCMN Contact:

Photo: http://www.newscom.com/cgi-bin/prnh/20091006/CL88001-b
http://www.newscom.com/cgi-bin/prnh/20091006/CL88001-a
AP PhotoExpress Network: PRN16-17