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.