It’s a Bird, It’s a Plane…It’s Bib! - Tire Review Magazine

It’s a Bird, It’s a Plane…It’s Bib!

The hinted make-over of the Michelin Man has come to pass, with the once jovial transforming into a tire-slinging super hero.

In a new global advertising campaign unveiled this morning in New York City, Bibendum – the century-old Michelin icon – taking more of a lead in a series of print and television ads tagged “The right tire changes everything.”

The $20 million campaign was created by Michelin’s new global ad agency TWBA/Chiat/Day, and features a updated Bib pulling tires from his mid-section and firing them onto customer vehicles.

“As ambassador of the Michelin brand, he comes to the aid of motorists in trouble, replacing their faulty tires with Michelin tires that he pulls from his body, thereby enabling them to keep driving,” the agency said of the new ads.

TBWA/Chiat/Day said the worldwide campaign will launch initially in the United States and then spread to 55 countries – in Europe and Asia – in early 2010, followed by Africa, the Middle East, India and South America.

The new campaign is a bit of a throwback to Bib’s early days, when he fiercely fought off competing tire brands, flinging tires from his tire body, and toasting with a glass full of tire damaging objects and the now-famous "Nunc est bibendum!", Latin for "Now is the time to drink!"

Neither Michelin nor TBWA/Chiat/Day indicated how the new Bib or the campaign would be integrated at the tire dealer level.

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