Michelin North America Inc. launched a TV ad campaign Feb. 25 in which its mascot Bibendum is depicted as a space shuttle astronaut.
The campaign will feature three 15- and 30-second TV spots. ``Shuttle''-Michelins are the only tires used on the space shuttle-is the first spot, to be followed by ``Hands On'' the week of March 4, and ``Dance'' the week of April 1, Michelin said. The ads will continue to use the tagline ``Because so much is riding on your tires.'' The campaign also will include print and radio spots.
Michelin also announed that Bib will take a nine-day, 16-city ``whistle stop'' bus tour. Billed as the ``Campaign for Mayor of Mobility,'' the tire maker said it will deliver a message of ``quality and innovation.''