Hasta La Creative!

Michelin launched its first global advertising campaign last week to shine its headlights on Michelin’s USP high beams, illuminating the many benefits derived from its distinguishing characteristics. Its theme, “The right tire changes everything,” aims to drive this point home.

Michelin tires simultaneously deliver enhanced braking power, greater longevity, and superior fuel efficiency. The campaign illustrates by using the right tires, consumers can reduce fuel consumption, increase safety, and extend tread life.

The campaign features the iconic Michelin man, Bibendum, in an animated world, assisting troubled motorists and replacing their defective tires with Michelin tires, which he pulls from his body. I know what you’re thinking: Why can’t I get rid of the tires around my waist as easily as Bibendum? To answer that, you’ll have to take the advice of Esurance’s ad campaign, and “get animated.” Bibendum apparently has all the answers.

Created by TBWA, a New York-based agency that gained Michelin’s worldwide account last summer, Michelin’s campaign will appear across TV, print, and online outlets in the United States first, then in Europe and Asia in early 2010, and in Africa, the Middle East, India, and South America at a later date. The U.S. campaign features an enhanced digital strategy that introduces the official Michelin Man Facebook page and YouTube channel.

Visit michelinman.com/the-right-tire for more information.

Rohan Raj. Syrupy schmaltz. Finessing perpetual cadence. Boundless behemoth. Absence of mutual exclusivity? Priceless. Reach him via Twitter or LinkedIn.