PARIS - Michelin is unveiling a new pan-European campaign that marks an important change in the French tire maker's advertising strategy.
The campaign, prepared by [email protected], Paris, breaks with the long-standing practice of focusing advertising on tire performance and the tire man Bibendum, Michelin's long-time advertising icon.
Instead, the new advertisements seek to draw parallels between extraordinary human performances, such as crossing the Pacific by rowboat or orbiting the Earth for a full year, and the performance of Michelin tires.
Capitalizing on the performance theme, the advertisements conclude with the slogan: 'The best performances are the ones that last.'
The campaign is now running in France and scheduled for transmission to a dozen other European countries in the coming months. It is the first creative work by [email protected], Paris, since the agency won a March 1999 pitch to hold on to Michelin's creative account. The agency, which has designed Michelin advertising since 1985, beat proposals from Paris divisions of Omnicom Group-owned DDB Worldwide and France's Publicis.
The new [email protected] campaign was prepared in conjunction with TBWA Worldwide affiliates in Germany and the UK.