Michelin Brings Loved Ones Together in Super Bowl Spot

Michelin Man Only Makes a Cameo

By Nat Ives. Published on Feb 04, 2017

Editor's Pick

Michelin is making its first in-game Super Bowl ad with a spot in the first commercial break after kickoff, the company said Saturday, releasing the spot online at the same time.

The ad was created by the New York office of TBWA/Chiat/Day and directed by Anna Sandilands and Ewan McNichol. It was shot in Cape Town, South Africa; Paris; and Guangzhou, China, according to the company.

"This TV ad marks an important change in our marketing strategy," said Andrew Meurer, VP-marketing for passenger-vehicle tires, Michelin North America, in a statement. "Michelin is making a transition from the animated world of the Michelin Man to real-world scenarios in which the Michelin Man makes cameo appearances."

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Feb 04, 2017
TBWA/Chiat/Day Los Angeles

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.