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The Michelin Man is one of the world's oldest and most recognised trademarks and represents Michelin in over 150 countries. In 2000, the Michelin logo was chosen Logo of the Century by an international jury.
The aim is to reinforce the message "Michelin delivers unrivalled safety throughout the duration of the tyre life".
Camilla Herberstein, executive creative director at TBWA, says: "We looked at the commercial TBWA\Paris had produced for Michelin and, considering the concept reiterates the fact that Michelin Tyres are comfortable on all road conditions anywhere in the world, the campaign was more than appropriate for our market as well.
"We did a re-look at the narrator and changed the focus to be more in line with qualities one looks for in a tyre when traveling on South African roads and conditions such as durability and safety."
Topco Media 15 hours
