• Brandweek, Wednesday, October 7, 2009 10:21 AM

Bibendum, the puffy Michelin Man made of inner tubes, is the star of the French tire maker's first global ad campaign. TV, print and online executions breaking this week carry the theme "The right tire changes everything," Eleftheria Parpis reports.

An animated TV spot breaking in he U.S. today features an evil gas pump that sucks up drivers' cash until Bibendum saves the day by pelting the villain with tires he pulls out of his body, driving home the point that efficient tires help consumers save money. Another execution says the tires help drivers stop 14 feet short of target; a third claims that the premium-priced tires last 33,000 miles longer than similarly priced competitors.

The 100-plus-year-old Bibendum, who is simply known as The Michelin Man in the U.S., has evolved from a more passive endorser to a more active problem solver, says Scott Clark, evp of Michelin North America and COO of Michelin Americas small tires.

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