While Michelin's tires last several years, its mascots last much much longer. Created in 1898, the Michelin Man has played a major role in the company's advertising for more than 100 years.
 
Despite his considerable age, Michelin is currently using their tire guy as the centerpiece of an online effort that promotes a distinctly futuristic attitude. Visitors to the Michelin Man site, typically directed via the tires section of Michelin.com, are transported into a virtual Michelin universe populated by legions of Michelin men. Once inside the interactive domain, the Michelin Man helps illustrate the company's attitudes toward research, safety and environmentalism. In between tire presentations, visitors can visit the Michelin Man lounge for a big helping of character-centric branding. Activities include downloading Michelin Man desktop wallpapers, watching Michelin Man ads (new and vintage) or playing a Michelin Man game.   

 
A character that predates the Model T shouldn't necessarily make sense in a sleek, modern setting such as the one created at MichelinMan.com, but the scheme works quite well. Rather than surrender to the reality of its icon's considerable age, Michelin simply created a futuristic Michelin Man universe that re-imagines the character as a visitor from future, instead of a relic from the past. 
 
This isn't the first time a brand has updated an icon and certainly not the first revision for the Michelin Man. If anything, Michelin's site showcases the amazing durability of a major brand icon.