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By Published on .

DETROIT (AdAge.com) -- DDB Worldwide's swan song spot for Michelin North America, Greenville, S.C., breaks April 23 on network TV.

The 15-second spot from the New York-based Omnicom Group shop continues the baby-themed campaign, which was started in 1983. This time, the baby appears to use the tire as a hula hoop, thanks to special effects created by Digital Domain. The tagline remains "Because so much is riding on your tires."

DDB has had the account for 17 years. The marketer declined to comment on which agencies were invited to pitch its $35 million account.

The client also denied it wants its new ad agency to stop using the baby in advertising (AdAge.com, April 4).

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