The Interpublic Group of Cos. agency created a trio of spots, each in 30- and 15-second formats, the first of which breaks Feb. 25 on national broadcast and cable networks.
The No. 2 U.S.
Gone is Michelin's longtime "baby-in-a-tire" theme, which the marketer denied last April it wanted to dump. But the campaign will retain the tagline "Because so much is riding on your tires."
Michelin is expected to spend some $35 million this year on the blitz.
Bill Ludwig, vice chairman and chief creative officer at Campbell-Ewald, said, "The Michelin Man has been one of the most loved brand symbols for more than 100 years. And he's still cool."