Michelin Global Advertising Campaign

“The Right Tire Changes Everything”

Michelin’s First Global Advertising Campaign

(Paris – October 6, 2009) – On October 7, 2009, Michelin is launching its first global advertising campaign. The new campaign’s slogan – “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.

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 fully 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 tires with Michelin tires that he pulls from his body, thereby enabling them to keep on driving.

The worldwide campaign will be initially launched in the United States and then gradually deployed in 55 countries – in Europe and Asia in early 2010, followed by Africa, the Middle East, India and South America. The US rollout date is set for October 7, with the campaign to appear mainly on television, in print media and on the Web.

Created by TBWA, the new campaign reflects Michelin commitment to maintaining its market leadership.