Michelin breaks international campaign
By Adnews Staff
Tire company Michelin broke its first global advertising campaign on Oct 7 using the tagline, "The right tire changes everything." The campaign is intended to explain to consumers the benefits of the company's tires particularly reduced fuel consumption, increased driving safety and extended tread life. The animated creative features the company's spokescharacter Bibendum, who assists drivers by replacing their faulty tires with tires pulled from his own body. The campaign consists of television advertising, supported by print and online materials. It will begin in the United States before spreading to Europe and Asia in 2010, followed by Canada, Africa, the Middle East, India and South America. The initiative will eventually reach 55 countries. The campaign was developed by TBWA.