Michelin is launching its first global advertising campaign with the theme: "The right tire changes everything."
The ads have a retro feel with a thematic tie to posters from the first half
of the 20th century, albeit with 3D animation. The ads feature the Bibendum Michelin Man who aids motorists in trouble by pulling Michelin tires from his body and replacing faulty tires.
The
worldwide campaign via TBWA 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, per the company.
The U.S. rollout began Oct. 6, with the campaign to appear mainly on television, in print media and on the Web. The U.S. campaign also includes a new Michelin
Man Facebook page and a dedicated You Tube channel. --Karl Greenberg
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