The right tire can improve safety performance, reduce fuel consumption and extend tread life. Michelin’s first global advertising campaign, “The Right Tire Changes Everything™” has been demonstrating these three key performance benefits since 2009. The fourth advertisement in the series launches today and illustrates the importance of tires for staying safe on the road, especially in dangerous, rainy conditions. The new advertising spot features the Michelin Man in an animated world of mobility in which inhabitants navigate heavy rain and slippery roads as they are assaulted by mischievous raindrops. As an ambassador of the MICHELIN® brand, the Michelin Man comes to the aid of motorists in trouble, replacing their tires with Michelin tires that he pulls from his body, helping drivers to avoid disaster. The new ad features the MICHELIN® Primacy™ MXM4® tire, which demonstrates a braking distance of up to 29 feet shorter in wet conditions than a leading competitor.
Creative Agency: TBWA\Chiat\Day New York Chairman & CCO: Mark Figliulo Art Director: Rebecca Fargnoli/Kasia Haupt Copywriter: Pamela Jones/Emily Frankfurt Head of Production: Robert Valdes Senior Producer: Jason Souter Production: Psyop Director: Psyop Creative Director: Laurent Barthelemy and Anh Vu Executive Producer: Lydia Holness Producer: Justin Romero Designers: Anh Vu, Tae Kim, Eunice Kim, Sam Ballardini, Pete Sickbert-Bennett, Kitty Lin Matte Painting: Seung Ho, Henrik Holmberg Storyboard: Ben Chan Lead Technical Director: Zed Bennett VFX: Rich Magan, Jimmy Gass, Miguel Salek CG Lead: Helen Hyung Choi Compositors: Jason Conradt, Fred Kim, Manu Gaulot, Borja Pena, Dan Short, Adam Flynn Previz: Pat Porter, Michael Shin, Kitty Lin Layout: Soo Hee Han Modeling: Atsuki Hirose, Soo Hee Han, Alek Vacura, Sylvia Apostal Rigging: Zed Bennett and Vadim Kiyaev Lead Animator: Kitty Lin Animation: Michael Shin, Roman Ko, Doug Litos, Nick Dubois Lead Lighter: Shu Chen Lin Lighting/Texture: Soo Hee Han, Oliver Castle, Sylvia Apostol, Eric Xu, Aldrich Torres, Pink Christopher Bonnstetter, Chris Russo, Alek Vacura Editorial: Psyop Editor: Cass Vanini Mix: Sound Lounge Sound Engineer – Philip Loeb Sound Design: Sound Lounge Sound Designer- Marshall Grupp Producer: Gloria Pitagorsky Music: Sixieme Son (SACEM) Composer: M. Boumendil Publisher/Producer: Sixieme Son Voiceover: John Doman