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A DEBUT FOR “MICHELIN CROSSCLIMATE” TV CAMPAIGN an innovative advertising for an innovative tire

A DEBUT FOR “MICHELIN CROSSCLIMATE” TV CAMPAIGN an innovative advertising for an innovative tire

1 March 2016 – Michelin, one of the most beloved European brands  , is launching today its new TV advertising campaign highlighting its innovative tire, the MICHELIN CrossClimate.

Michelin has successfully achieved to fuse summer & winter technologies together in one tyre keeping people safe in every weather conditions. New, different and unexpected, the MICHELIN CrossClimate is the only summer tire designed with a changing weather in mind.

To illustrate the performance of this tire Michelin created a memorable and fun brand story, which reminds cinema rather than advertising.

The creative follows a family caught in the path of three weather Titans, representing heat, rain and snow. The menacing villains are confronted by the Michelin Man and the family is saved because with the MICHELIN CrossClimate drivers “are armed against unexpected weather conditions”

This original campaign was developed by TBWA and continues the series of animated presentations featuring the famous brand ambassador Bibendum ― the Michelin Man ― in an animated world.

The campaign aiming at enhancing the visibility of the brand and maximizing awareness of the innovative tyre, is starting today in premium TV and digital channels with relevance for the Michelin target audience.

KONTAKTNA OSEBA ZA TISK

Gonda Gabriella

+ 36 1 459 2940

gabriella.gonda@michelin.com

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