Michelin: Fuel pump

Credits:

Agency: TBWA\Chiat\Day New York
Chairman & CCO: Mark Figliulo
ACD/Art Director: Anthony DeCarolis
ACD/Copywriter: Erik Fahrenkopf
Executive Producer Media Arts: Matt Bijarchi

Designers: Kitty Lin, Jaye Kim, Ben Chan, Pete Sickbert-Bennett
Lead Technical Director: Tony Barbieri
Lead CG Animator: Pat Porter
CG Animators: Gooshun Wang, Royce Wesley, Kevin Phelps, Michael Shin, Angelo Collazo, Russ Wooton
Lead Ligthing TD: Anthony Patti
CG Lighters: Cody Chen, Szymon Weglarski, Helen Choi, Jeff Chavez
CG Modelers: Soo Hee Han, Tom Cushwa, Rie Ito, Tony Jung, Dan Fine
CG Rigging: Goo-shun Wang, Stanley Llin, Jordan Blit
FX: Miguel Salek, Jonah Friedman
Lead Compositor: Jason Conradt
Compositors: Manu Gaulot, Gabriel Regentin

Created by TBWA, the new campaign reflects Michelin's commitment to maintaining its market leadership.

Michelin is launching its first global advertising campaign. The new campaign's theme - "The right tire changes everything" - is intended to illustrate the competitive advantages of Michelin® tires in media outlets around the world.

In response to today's increasingly competitive business environment, Michelin has decided to launch an unconventional global campaign to explain to consumers the benefits of using its tires.
Michelin tires simultaneously deliver enhanced braking power, greater longevity and superior fuel efficiency. The campaign shows that by using the right tire, consumers can reduce fuel consumption, increase driving safety and extend tread life.
While creating a link with the grand tradition of Michelin advertising - in particular its powerful posters from the first half of the 20th century - the brand has chosen a 3-D animated presentation for its new advertising campaign.
It features Bibendum - the famed Michelin Man - in an animated world. 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 worldwide campaign will launch initially in the United States and then be gradually deployed in 55 countries - in Europe and Asia in early 2010, followed by Africa, the Middle East, India and South America.
The U.S. rollout is set for Oct. 6, with the campaign to appear mainly on television, in print media and on the Web. In addition, the U.S. campaign launch features an enhanced digital strategy introducing the official Michelin Man Facebook page and a dedicated You Tube channel. Visit michelinman.com/the-right-tire for more information.