Michelin - I Need You (2017) :30 (USA)

Michelin takes a for a more emotional approach in this Super Bowl spot featuring people who are coming home to their loved ones-- and make it home. A nice positioning for Michelin as being the brand that brings people together. The spot which is part of Michelin's larger "Caring" campaign was shot all over the world in South Africa, China and France. Love the way this feels quite heartfelt and authentic without ever becoming fake or overly dramatic. The spot simply let's us follow the lives of a young mother, a friend and a husband as they meet their loved ones. Very slice-of-life. Those small moments of storytelling feel so real, I can't help but think about my own family when I watch this. It's nice they didn't neglect the ubiquity of the iconic Michelin Man himself who makes some cameos in the spot-- one as being written on condensation on the back of a car. Nice little Easter egg.

AGENCY:
TBWA\Chiat\Day, New York
Chief Creative Officer: Chris Garbutt
Executive Creative Director: Wade Alger
Global Creative Director: Josh Tavlin
Global Creative Director: Walt Connelly
Senior Art Director: Liz Agans
Senior Copywriter: Mike Schneberg
Head of Integrated Production: Jason Souter
Associate Integrated Producer: Olivia Whyte
Director of Business Affairs: Debra Horvath
Group Account Director: Ben Muldrew
Account Director: Kate Prescott
Account Manager: Will Brzozowski
Project Manager: Eric Serviss
Chief Executive Officer: Rob Schwartz

PRODUCTION CO:
RSA Films
Director team: Anna & Ewan
Executive Producer: Jules Daly
Executive Producer: Marjie Abrahams
Producer: Julie Sawyer
Director of Photography: Ewan McNicol
Head of Production: Elicia Laport

EDITORIAL:
CARTEL
Editors: Leo Scott & Chris Catanach
Assistant Editor: Vanessa Yuille
Executive Producer: Lauren Bleiweiss
Head of Production: Meagen Carroll
Post Producer: Lauren Pullano

VISUAL FX:
METHOD
Lead Flame Artist: Kelly Bombarger
Flame Artists: Claus Hansen
Jason Frank
Rob Ufer
Wensen Ho
Cecile Tecson
Louis Schache
Producer: Julia Paskert
EP: Robert Owens

COLOR GRADE:
COMPANY 3
Senior Colorist: Sofie Borup
Short Form Producer: Clare Movshon
Executive Producer: Ashley McKim

AUDIO MIX:
HEARD CITY
Mixer: Phil Loeb
Producer: Andi Lewis
EP: Sasha Awn

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