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Michelin Highlights 'Caring' in Touching Super Bowl Debut

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TBWA\Chiat\Day NY launches emotional 'I Need You' spot directed by Anna & Ewan

Michelin Highlights 'Caring' in Touching Super Bowl Debut

Michelin introduced a new global campaign on FOX over Sunday, its first advertising appearance during the big game. The 30-second ad, titled “I Need You,” highlights how Michelin helps drivers be there for loved ones when it matters most.

“This TV ad marks an important change in our marketing strategy,” said Andrew Meurer, vice president of marketing for passenger-vehicle tires, Michelin North America. “Michelin is making a transition from the animated world of the Michelin Man to real-world scenarios in which the Michelin Man makes cameo appearances. This strategy aims to balance Michelin’s long-standing message of superior tire performance with better consumer awareness about the importance of their tires as they navigate the urgent, sometimes emotional needs of daily life. Michelin makes it possible for drivers to be there for others when it matters most.” 

The spot follows the lives of people in different cultures – a young father, a mother, a friend – interrupting their schedules to be there for the ones they love. In their cars, on their journeys, they rely on Michelin tires to get there safely.  

The ad depicts a young father who returns home to learn his wife is pregnant. A young woman rushes to comfort her friend, who’s just ended a relationship. A mother leaves work to reach her son, whoʼs homesick during his first sleepover. In each vignette, the driver reaches the destination with silent, reliable confidence provided by Michelin tires.

The advertisement was filmed on locations in Cape Town, South Africa; Paris; and Guangzhou, China. The spot was produced by TBWA\Chiat\Day NY, directed by the team Anna Sandilands and Ewan McNichol, featuring musical excerpts from the song “Stay Alive” by artist José González of Gothenburg, Sweden.

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Post Production / VFX

Colourist: Sofie Borup

Executive Producer: Robert Owens, Ashley McKim

Flame: Jason Frank, Rob Ufer, Wensen Ho

Flame Artists: Cecile Tecson, Louis Schache, Claus Hansen

FX Lead: Kelly Bombarger 

Post Production Company: Method

Producer: Julia Paskert

Production Company

Director: Anna & Ewan

DOP: Ewan McNicol 

Executive Producer: Jules Daly, Marjie Abrahams

Producer: Julie Sawyer

Production Company: RSA Films


Executive Producer: Sasha Awn

Mix: Phil Loeb

Producer: Andi Lewis


Edit Assistant: Vanessa Yuille 

Edit Company: CARTEL

Editor: Leo Scott & Chris Catanach

Executive Producer: Lauren Bleiweiss

Head of Production: Meagen Carroll

Producer: Lauren Pullano

Creative Agency

CEO: Rob Schwartz

Chief Creative Officer: Chris Garbutt

Creative Agency: TBWA\Chiat\Day, New York

Executive Creative Director:  Wade Alger

Group Account Directors: Ben Muldrew

Head of Integrated Production: Jason Souter

Head of TV / Production: Elicia Laport

Integrated Producer: Olivia Whyte

Senior Art Director: Liz Agans

Senior Copywriter: Mike Schneberg

Genres: Storytelling

Categories: Services, Automotive

TBWA\Chiat\Day, Mon, 06 Feb 2017 10:49:39 GMT