Posted on October 04, 2011

The Michelin Man Celebrates His Birthday and Joins Madison Avenue Advertising Walk of Fame


NEW YORK (Oct. 4, 2011) – The Michelin Man has a lot to celebrate today. He is turning 113 years old and being inducted into Advertising Week's Walk of Fame as "Icon of
the Year" in ceremonies at Times Center (242 W. 41st Street between 7th and 8th) at 11 a.m. As part of an online voting contest, The Michelin Man won the
hearts of many who voted online to elevate him to his rightful place in advertising history.

For more than a century, The Michelin Man has served as an ambassador for the Michelin brand. In 1894, the two founding brothers, Andre and Edouard
Michelin, saw a stack of tires and noted that with arms "it would make a man." Four years later, in 1898, The Michelin Man's character was born, appearing
in Michelin posters and representing the company. Today, The Michelin Man - sometimes called "Bibendum" - is regarded as one of the most iconic symbols in
the world.

The Michelin Man has stood the test of time while representing improvements in transportation of people and goods, respect for the environment and
promotion of road safety. As one of the world's most recognized brand icons, The Michelin Man represents mobility to millions of consumers in more than 150
countries. As the ultimate stamp of approval, he gives consumers confidence wherever they are going by providing fuel-efficient, safe, long-lasting tires 1.

"The Michelin Man is much more than an advertising icon," says Don Byrd, vice president of marketing at Michelin North America. "He has become a global
symbol of safety because of his longevity, his visibility among different audiences and the values he represents."

In the current advertising campaign, The Michelin Man reminds people that "the right tire changes everything™." The advertising spots feature The
Michelin Man in an animated world as he comes to the aid of motorists in trouble, replacing their faulty tires with MICHELIN® tires, which
he pulls from his body, thereby enabling them to keep driving. The campaign shows that by using the right tire, consumers may reduce fuel consumption,
increase driving safety or extend tread life 1.

The Madison Avenue Advertising Walk of Fame recognizes America's most beloved advertising icons and slogans. The Michelin Man will join such other iconic
symbols as Columbian coffee icon Juan Valdez and Geico's gecko.

To learn more, visit The Michelin Man's Facebook page at, where fans stay
connected to special events, latest news, tire launches and exclusive promotions.


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About Michelin North America

Michelin, the leading mobility company, is working with tires, around tires and beyond tires to enable Motion for Life. Dedicated to enhancing its clients’ mobility and sustainability, Michelin designs and distributes the most suitable tires, services and solutions for its customers’ needs. Michelin provides digital services, maps and guides to help enrich trips and travels and make them unique experiences. Bringing its expertise to new markets, the company is investing in high-technology materials, 3D printing and hydrogen, to serve a wide variety of industries — from aerospace to biotech. Headquartered in Greenville, South Carolina, Michelin North America has approximately 22,500 employees and operates 34 production facilities in the United States and Canada. (