Michelin Man continues battle with not-so-scary villains

By Elena Malykhina on Tue Jul 27 2010

Michelin has dreamed up yet another adventure for its brand mascot, the Michelin Man. The tire company this week unveiled a third TV spot as part of its ongoing global campaign, dubbed "The Right Tire Changes Everything." In April, Michelin introduced a TV spot from TBWA\Chiat\Day showing the Michelin Man battling an "evil gas pump." This time, the character battles a "hungry road" that requires drivers to constantly buy new tires. Using similar fast-paced animation as previous spots, the ad shows the pneumatic dude coming to the rescue and supplying drivers with Michelin's HydroEdge tires. Maybe it's just me, but the latest ad seems to be more lighthearted than the previous one. Sure there's still a villain involved, it's just not as terrifying as the "evil gas pump." Perhaps Michelin is just rolling (pun intended) with the times, and by that, I mean an improving economy.

The Michelin Man's a serious badass, whatever he's trying to say

Posted on Tue Nov 24 2009


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



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