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The advertisement contained the Latin phrase "N EST bibendum," which translates to "Now it is time to drink." This phrase, coupled with a striking visual of Bibendum surrounded by deflated tire men, marked a pivotal moment in branding. While his companions lay flat and defeated, Bibendum stood tall and unpunctured, symbolizing resilience and strength as he lifted a glass filled with nails and broken glass, promoting the idea of the Michelin tire as one that "drinks down the obstacles."