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