This is quite odd. A suitclad man, way up in the mountains in some sort of glorious eagle-topped getaway, takes power tools to his cars wheels. He drills a proper hole in his tyre. He then gets into the car and starts driving down the mountain, with a smile on his face and with a whistling track. What is this, some sort of attempted suicide? A really scary test of product? A mobster on his way to pick someone up? Sorry, that was the suit that threw me for a loop. It's all watched over by the Michelin baby, who is now a cherub in heaven with a flying tyre. I'm so glad I'm not the target market for these things, it just leaves me confused.

Client: Michelin

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.