CEA Unveils Debut for Michelin

DETROIT—Campbell-Ewald Advertising breaks its first campaign for Michelin North America today with spots that feature Bibendum, the well-known tire-clad Michelin Man who has been the company’s symbol since 1898. The work continues the tagline used since 1983, “Because so much is riding on your tires.” The Warren, Mich., agency won the $35 million account last June. The incumbent was DDB, New York. CEA officials referred calls to the Greenville, S.C., client, which declined comment.

EarthLink Selection Nears; Burnett Contending

LOS ANGELES—Agencies pitching the $40-50 million creative and media account of EarthLink were called on to present ideas that would prompt people to switch from other Internet service providers, according to sources. Seven agencies made a final bid last week for the account. Pitching on Tuesday were Leo Burnett, Chicago; McKinney & Silver, Raleigh, N.C.; Wieden + Kennedy, Portland, Ore.; and D’Arcy Masius Benton & Bowles, New York. On Wed nesday, EarthLink met with Berlin Cameron/Red Cell, New York; Crispin Porter + Bogusky, Miami; and the incumbent, TBWA\Chiat\Day, Playa del Rey, Calif. Shops had approximately two hours to pitch, sources said. The Atlanta-based client is expected to select an agency this week.

Kmart Breaks New Spots Directed by Spike Lee

DETROIT—Kmart Corp. over the weekend launched a TV and print campaign from TBWA\Chiat\Day, New York, tagged, “Kmart. The stuff of life.” Spots directed by Spike Lee [Adweek, Jan. 28] attempt to differentiate Kmart as a store that understands what really matters in life. A spot highlighting a new Disney children’s apparel line breaks Feb. 28. A campaign from Don Coleman Advertising, Southfield, Mich., breaking in conjunction with the general-market work, follows the same theme, targeting African Americans and Hispanics.

Northlich Unit Adds 3 New Clients

CHICAGO—BrandStorm, the brand strategy and new-product unit of Northlich, was assigned branding projects for Nestlé USA, Cargill and The Scotts Co. Jeff Dufresne, the Cincinnati shop’s svp and managing director, said the assignments include new-product launches based on new technology.

Mikulay Promoted at Miller

CHICAGO—Miller Brewing’s svp of marketing Robert Mikulay was promoted to evp of sales and marketing. Miller parent Philip Morris also said James Mortensen, svp of sales and distribution, was promoted to vp of sales and marketing at Philip Morris International in Japan.

Gap’s Spring Work Focuses on Specific Styles

BOSTON—In a change of direction from last year’s spring campaign for the Gap, new print ads from Modernista! focus on specific clothing styles rather than evoking a seasonal mood. The San Francisco-based client is placing a heavier emphasis on print and outdoor this spring, as opposed to its TV blitzes of the recent past. The new campaign unleashes 50 celebrities in dozens of ads breaking in March and April issues of consumer magazines.