Michelin Man Flexes His Muscles in New Ad; Communicates Commitment and Vision to Improving Mobility for All
Michelin, the premier tire manufacturer in the world, has created a new North American marketing campaign that demonstrates the company's evolution as a tire manufacturer as well as its commitment to society, the environment and protecting people on the road. Michelins A Better Way Forward slogan will come to life in this multi tier media campaign across television, radio, print and online media that communicates across several platforms, including:
Interactive Web site www.michelinman****/forward: A new Web property that provides a glimpse inside Michelin, showcasing the companys activities to create a greener world, maintain its dedication to safety and continue its high standards of performance and engineering.
Television commercial: A 30 second spot called Workshop that describes how Michelin implements its commitment to safety and the environment. This spot debuted surrounding the Super Bowl with a spot in Pre-Game and Post Game activity.
Print advertisements: A series of new print and online advertisements that feature the innovative presentations of the Michelin Man, including Flex, a new ad which emphasizes the strength and endurance of Michelin tires.
The 108 year old Michelin Man is front and center in the new campaign; but he has evolved, becoming a modern, socially responsible icon similar to the way Michelin, as a company, has evolved to outfit vehicles and meet the changing needs of consumers while maintaining its position as the leader in tire innovation and technology for over a century. For example, a 1905 advertisement depicts the Michelin Man with cigar to lips in a French wrestling-style leopard loincloth, air-kicking his way through town. Now, a smoke-free, slimmed down Michelin Man enhances roads and parks as alternatives to sending end of life tires to landfills. He is shown in the new TV commercial installing recycled rubber material in a childrens playground to communicate the companys commitment to finding alternative uses for end of life tires.
As one of the top five most reputable companies in the world, Michelin embraces its role and influence in laying a strong foundation to finding a better way forward for all, said Parmeet Grover, brand director for Michelin. The Better Way Forward campaign aims to articulate our focus and dedication to the environment, building on our heritage of safety and ensuring our products lead in quality and performance.
A key focus of this new campaign will encourage consumers to explore the Michelin world through the new Web site, offering a variety of experiences such as discovering Michelins dedication to key social issues as well as fun downloadable images and vintage commercial advertisements of the Michelin Man. Using state of the art Flash technology, the Web site features detailed images and videos to guide visitors through important information including driving safety tips and new tire innovations. www.michelinman****/forward.
One of the first print advertisements of the campaign features the Michelin Man flexing his muscles, a symbol of Michelin tires endurance and longevity on the road, which not only lowers the cost of ownership, but also ensures that performance is maintained longer for enhanced safety. The essence of A Better Way Forward is also captured in the new television commercial that depicts the inner workings of Michelin through an animated workshop featuring the setting of the iconic Michelin Man, who is hard at work pursuing the company's ongoing quest for better mobility solutions. The commercial features the same computer generated animation techniques used for feature films to take the viewer through the Michelin Man workshop to see how Michelin is striving to provide drivers with tires that are safer and more fuel efficient than ever before, while also respecting the environment. The television commercial, and a short video on how it was made, can be viewed in the lounge area at www.michelinman****/forward.
Michelins primary goal for the campaign is to convey the freedom of mobility and the confidence and security that come from the uncompromising performance of Michelin tires. This campaign articulates Michelin's commitment to better mobility for individuals and society at large. Developed by Detroit-based Campbell Ewald, the campaign began in February and runs throughout 2007 across television, radio, print and online.
Michelin Offers Tire Safety Videos Online and a Chance to Thank Local Safety Providers
Michelin has been recognized by J.D. Power and Associates for unmatched customer satisfaction every year since the tire awards began, but for all of its product superiority, there are some things that even Michelin can't do, like check the tire pressure and tread wear on your vehicle every month.
Michelin marks the beginning of National Tire Safety Week, April 22-28, 2007, by encouraging drivers to keep tire maintenance top of mind during the upcoming summer travel season and throughout the year. Michelin will also kick-off year two of Michelin's Driving America's Safety program for first responders on April 23 as part of its broader tire safety awareness and education campaign that will run throughout the summer and fall.
If you aren’t yet convinced about the value of the HPV test in cervical cancer prevention, you will be after you hear Micheline Fornarotto and Dr. Alan Welt.
“My doctor explained that he was doing a lot of reading on the correlation between HPV and cervical cancer. He believed the Pap test alone was no longer enough to detect early signs of cancer. Thank goodness I listened to him!”
"I feel eternally grateful for the HPV test. If Dr. Welt had not asked me for my consent to have the HPV test, I may not be sitting here today as a cervical cancer survivor."
Thanks to the advanced technology of the digene HPV Test, Micheline was ultimately saved from a rare form of cervical cancer that the Pap regularly fails to detect.
HKHarbourCity: The Michelin guide brought their stars to Hong Kong and Harbour City shined brightest with 7 restaurants. Always known as Hong Kong’s favourite shopping centre, it is now the destination for great cuisine; Cucina, Crystal Jade La Mian Xiao Long Bao, House of Jasmine and many more.*******www.so-u.tv/playVideo.php?contestid
Casting session for a recent Michelin commercial.
La Brasserie a Michelin-rated French restaurant; offering a true Parisian culinary experience in the heart of Canton Road, Hong Kong's Kowloon districts vibrant luxury shopping and entertainment destination.
Cuccina is a Michelin-rated restaurant where an exquisite open kitchen showcases the preparation of Italian and Chinese influenced food.
The Michelin Fill Up With Air is coming to your area soon, to find out when, visit *******www.michelin******
As the worlds leading tyre manufacturer, Michelin, through its Europeanwide Fill Up With Air campaign has been alerting the UKs drivers to the dangers of taking to the road with under-inflated tyres.
Now in its sixth year, the Fill Up With Air campaign has shed light on alarming statistics that show 50 per cent of those who had their tyres checked were in fact driving with at least one dangerously under-inflated tyre not only putting their own lives at risk, but those of their family, passengers and other road users.With almost 30 million cars on the road this statistic is even more concerning.
*******www.wgclawfirm****/bio_barrientos.php - Michelin Verdict - A Texas jury said a unit of Michelin & Cie., the worlds second-largest tiremaker, should pay $11.96 million for a crash that killed six people and paralyzed a 12-year-old boy in 2006.
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