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New Michelin ad to begin on July 26

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Groupe Michelin has unveiled a new spot in its global ad campaign, which uses the tag line "The Right Tire Changes Everything." It will start on July 26.

The new spot features the Michelin Man "in an animated world -- a world of mobility where inhabitants face challenges brought on by failing to use Michelin tires," say company officials.

"As an ambassador of the Michelin brand, the Michelin Man comes to the aid of motorists in trouble, replacing their tires with Michelin tires that he pulls from his body, enabling drivers to go farther on the road."

The Michelin HydroEdge tire "is at the center of the conversation with a 90,000-mile warranty," they note.

The tire covers 95% of all S/T category passenger and minivan tires and is available in 26 sizes, ranging from 14 inches to 18 inches in diameter.


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