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Michelin launches global ad campaign

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Groupe Michelin has unveiled its first global ad campaign under the theme, "The right tire changes everything." The campaign has been launched initially in the U.S. and will be deployed to Europe and Asia in early 2010.

Michelin has chosen "a three-dimensional animated presentation" for the campaign that features company mascot Bibendum "in an animated world," say company officials.

"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."

Michelin will use TV, print and the Internet in the campaign. "In addition, the U.S. campaign launch features an enhanced digital strategy, introducing the official Michelin Man Facebook page and a dedicated YouTube channel."

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