Michelin has launched its first global advertising campaign called “The Right Tire Changes Everything”, starring Michelin Man, one of advertising’s most famous characters in the world. As ambassador of the Michelin brand, he comes to the aid of motorists in trouble, replacing their faulty tires with Michelin tires that he pulls from his body, thereby enabling them to keep driving.
The campaign’s theme – “The right tire changes everything” – is intended to illustrate the competitive advantages of Michelin tires in media outlets around the world.
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 tires.
Michelin tires simultaneously deliver enhanced braking power, greater longevity and superior fuel efficiency. The campaign shows that by using the right tire, consumers can reduce fuel consumption, increase driving safety and extend tread life.
Watch the first TV commercial where The Michelin Man Defeats the Evil Gas Pump. This commercial showing, that using the right tire, consumers can reduce fuel consumption. The new Michelin Energy Saver tire is so efficient that can save you 109 gallons of fuel more the tires of competition. Two more commercials where we should see how right tires can increase driving safety and extend tread life coming soon.
The worldwide campaign will launch initially in the United States and then be gradually deployed in 55 countries. In addition, the U.S. campaign launch features an enhanced digital strategy introducing the official Michelin Man Facebook page.
Created by TBWA, the new campaign reflects Michelin’s commitment to maintaining its market leadership.
** UPDATE: Michelin Save on fuel print ads **