Michelin wants to make a hero out of Bibendum, aka the Michelin Man. However, I have to say, I was a little thrown trying to figure out what was going on with this giant billboard from TBWA\Chiat\Day, running in Los Angeles through Dec. 20. It appears the Michelin Man (who is starting to remind me of the Stay Puft Marshmallow Man) is tossing tires at a gas pump like they're ninja throwing stars. He's pulling the tires from his body like ribs. (Is this a biblical reference?) The press release clears it up. The idea behind this ad, as well as one in New York, is that Michelin tires can provide superior fuel efficiency as well as other benefits. I'm not sure I'd get that from this billboard (though it is pretty cool looking). Either way, it is an upgrade over the scary French mummy from some of the brand's early ads.
—Posted by Kenneth Hein