By Denna Bowman
Michelin tyres has rolled out its first global advertising campaign with the iconic Bibendum starring as a 3D superhero.
The French tyres manufacturer is lavishing $20 million on its “The right tyre changes everything” advertising push, which it hopes will illustrate the competitive advantages of Michelin tyres around the world.
While creating a link with the grand tradition of Michelin advertising – in particular its powerful posters from the first half of the 20th century – the brand has chosen a 3-D animated presentation for its new advertising campaign.
It features Bibendum – the famed Michelin Man – in an animated world. As ambassador of the Michelin brand, he comes to the aid of motorists in trouble, replacing their faulty tyres with Michelin tyres – which he pulls from his body – thereby enabling them to keep driving.
The worldwide campaign launched initially in the US yesterday and will gradually be rolled out in 55 countries – in Europe and Asia in early 2010, followed by Africa, the Middle East, India and South America.
In response to today’s increasingly competitive business environment, Michelin has decided to launch an unconventional global campaign to explain to consumers the benefits of using its tyres.
The message it wants to drive home is that Michelin tyres simultaneously deliver enhanced braking power, greater longevity and superior fuel efficiency.
The campaign aims to demonstrate that by using the right tyre, consumers can reduce fuel consumption, increase driving safety and extend tread life.