Beginning in November 2009 the Michelin Man was displayed in a larger-than-life format as the famed character graced the sides of buildings in Los Angeles and in New York City. Integrating with the Broadcast, Print & Digital campaign showcasing the Michelin Man fighting an evil gas pump, the media arts spectacular is a fitting extension of Michelin’s new global advertising campaign - “The Right Tire Changes Everything” - illustrating the competitive advantages of Michelin tires, in this execution fuel economy. The creative garners attention as OOH bringing us into the Michelin Man’s world as he is defeating the evil gas pump ruling over landmarks like Times Square- and its a good thing too for if not... the evil gas pump would have made for a very unhappy new year when the ball dropped.