MICHELIN BEGINS NEW CAMPAIGN
By Adnews Staff
Tire manufacturer Michelin Canada, based in Laval, PQ has begun a new branding campaign. Three television commercials created by Campbell-Ewald Advertising of Detroit and two print ads created by Palmer Jarvis DDB of Toronto make up the campaign. The first TV ad, called "Shuttle", began running last month. It describes how Michelin tires are used by NASA on the space shuttle. In it, astronauts and the Michelin mascot Bibendum walk into the shuttle as it is being prepared for launch. The second spot, called "Dance", will be released on Monday. It is intended to convey consumer satisfaction with Michelin tires. It shows a designer working at his desk. The office begins to vibrate due to the dancing of Bibendum. Awards shake on the shelves. A voiceover says, "Once again Michelin owners have spoken and we swept the J.D. Power and Associates Awards for customers satisfaction. Now that's worth celebrating." The third commercial, called "Hands On", will be released in mid-May. It describes the testing performed on Michelin tires. The ad takes place in a tire factory, where Bibendum performs an inspection. The campaign's tagline is, "Because so much is riding on your tires." The two print ads will run through the spring season. "Nightlight" shows a child asleep with a Bibendum nightlight beside the bed. "Space Shuttle" again describes the role tires play in shuttle missions. The ads will run in Time, Maclean's and Chatelaine as well as various automotive publications.