Bibendum on radio celebrates multiple world championship titles

Bibendum, the iconic Michelin man, has spoken officially for the first time since he was created over 100 years ago.

And his first words? “I’m letting off fireworks” – the title of a 30 second radio advert airing this week on 59 British radio stations and in 10 other countries around the world.

Bibendum is celebrating Michelin’s unique collection of World Championship motorsport titles. In 2005 Michelin tyres have won gold with Fernando Alonso and Renault in Formula 1 Grand Prix, with Sebastien Loeb and Citroen in the World Rally Championship, with Valentino Rossi and Yamaha in MotoGP and with Audi, an 8th successive Le Mans 24 hour race.

Bibendum, Michelin’s world famous mascot and trademark was actually conceived in 1894 when the founders, Edouard and André Michelin exhibited their newly invented pneumatic tyres at the Universal and Colonial Exhibition in Lyon. Observing a tall stack of different size tyres on the stand Edouard remarked to his brother, “With arms and legs added, that pile of tyres would look just like a man”. Within weeks artist and cartoonist Marius Rossillon, who worked under the pseudonym of O’Galop, produced the first poster featuring the rotund, pneumatic personality.

“Over the past 100 years Bibendum has evolved into one of the top ten best recognised symbols in the world”, says Peter Snelling, Head of Communications at Michelin UK.  “There have been strict rules about his appearance and behaviour and he has never officially spoken before. But the celebration of this unique series of Championship wins, coming as the climax of our own centenary celebrations of business in the UK, has called for a very special message”.