Some 113 years after Bibendum – perhaps better known as the “Michelin Man” – was created, he was being inducted into Advertising Week’s Walk of Fame as “Icon of the Year.”
The ceremony took place yesterday in New York City voters selected Bibendum for the honor in an online voting contest. The Madison Avenue Advertising Walk of Fame recognizes America’s most beloved advertising icons and slogans. Bib Man joins other iconic symbols such as Columbian coffee icon Juan Valdez and Geico’s gecko.
For more than a century, the Michelin Man has served as an ambassador for the Michelin brand. In 1894, the two founding brothers, Andre and Edouard Michelin, saw a stack of tires and noted that with arms “it would make a man.” Four years later, in 1898, Bib’s character was born, appearing in Michelin posters and representing the company, according to Michelin.
Bib has stood the test of time while representing improvements in transportation of people and goods, respect for the environment and promotion of road safety – representing mobility to millions of consumers in more than 150 countries, the tiremaker said.
“The Michelin Man is much more than an advertising icon,” said Don Byrd, vice president of marketing at Michelin North America. “He has become a global symbol of safety because of his longevity, his visibility among different audiences and the values he represents.”
In the current advertising campaign, The Michelin Man reminds people that “the right tire changes everything.” The advertising spots feature The Michelin Man in an animated world as he comes to the aid of motorists in trouble, replacing their faulty tires with Michelin tires, which he pulls from his body, thereby enabling them to keep driving.
