Video: Michelin's New 'A Better Way Forward' Campaign Goes Beyond Tires

Michelin Man Flexes His Muscles in New Ad; Communicates Commitment and Vision to Improving Mobility for All

GREENVILLE, S.C., March 26 -- Michelin, the premier tire manufacturer in the world, has created a new North American marketing campaign that demonstrates the company's evolution as a tire manufacturer as well as its commitment to society, the environment and protecting people on the road. Michelin's "A Better Way Forward" slogan will come to life in this multi-tier media campaign across television, radio, print and online media that communicates across several platforms, including:

  

  -- Interactive Web site www.michelinman.com/forward: A new Web property
     that provides a glimpse inside Michelin, showcasing the company's
     activities to create a greener world, maintain its dedication to safety
     and continue its high standards of performance and engineering.
  -- Television commercial: A 30 second spot called "Workshop" that
     describes how Michelin implements its commitment to safety and the
     environment. This spot debuted surrounding the Super Bowl with a spot
     in Pre-Game and Post Game activity.
  -- Print advertisements: A series of new print and online advertisements
     that feature the innovative presentations of the Michelin Man,
     including "Flex," a new ad which emphasizes the strength and endurance
     of Michelin tires.

The 108-year-old Michelin Man is front and center in the new campaign; but he has evolved, becoming a modern, socially responsible icon - similar to the way Michelin, as a company, has evolved to outfit vehicles and meet the changing needs of consumers while maintaining its position as the leader in tire innovation and technology for over a century. For example, a 1905 advertisement depicts the Michelin Man with cigar to lips in a French wrestling-style leopard loincloth, air-kicking his way through town. Now, a smoke-free, slimmed-down Michelin Man enhances roads and parks as alternatives to sending end-of-life tires to landfills. He is shown in the new TV commercial installing recycled rubber material in a children's playground to communicate the company's commitment to finding alternative uses for end-of- life tires.

"As one of the top five most reputable companies in the world, Michelin embraces its role and influence in laying a strong foundation to finding a better way forward for all," said Parmeet Grover, brand director for Michelin. "The Better Way Forward campaign aims to articulate our focus and dedication to the environment, building on our heritage of safety and ensuring our products lead in quality and performance."

A key focus of this new campaign will encourage consumers to explore the Michelin world through the new Web site, offering a variety of experiences such as discovering Michelin's dedication to key social issues as well as fun downloadable images and vintage commercial advertisements of the Michelin Man. Using state-of-the-art Flash technology, the Web site features detailed images and videos to guide visitors through important information including driving safety tips and new tire innovations.

One of the first print advertisements of the campaign features the Michelin Man flexing his muscles, a symbol of Michelin tires' endurance and longevity on the road, which not only lowers the cost of ownership, but also ensures that performance is maintained longer for enhanced safety. The essence of "A Better Way Forward" is also captured in the new television commercial that depicts the inner workings of Michelin through an animated workshop featuring the setting of the iconic Michelin Man, who is hard at work pursuing the company's ongoing quest for better mobility solutions. The commercial features the same computer generated animation techniques used for feature films to take the viewer through the Michelin Man workshop to see how Michelin is striving to provide drivers with tires that are safer and more fuel efficient than ever before, while also respecting the environment. The television commercial, and a short video on how it was made, can be viewed in the "lounge" area at the website.

Michelin's primary goal for the campaign is to convey the freedom of mobility and the confidence and security that come from the uncompromising performance of Michelin tires. This campaign articulates Michelin's commitment to better mobility for individuals and society at large. Developed by Detroit- based Campbell-Ewald, the campaign began in February and runs throughout 2007 across television, radio, print and online.