• What happened to the 'Baby' in your Commercials?

    For 17 years the baby campaign was one of the most successful advertising campaigns in the tire industry and in advertising in general, establishing Michelin's position as a tire manufactuer dedicated to safety. While Michelin still holds that valued position, the corporation wanted to address other benefits such as performance handling, durability and fuel savings. The Michelin Man was the perfect choice for a spokesperson to communicate our tires stop shorter, last longer and save fuel.