Skip to main content
Sister Publication Links
  • Rubber News
  • European Rubber Journal
Subscribe
  • Login
  • Register
  • Subscribe
  • Current Issue
  • News
    • OPINION
    • BUSINESS/FINANCIAL
    • COMMERCIAL TIRE
    • GOVERNMENT & LAW
    • Humanitarian Award
    • RETAIL TIRES
    • SERVICE ZONE
    • TIRE MAKERS
    • Best Places to Work
    • RUSSIA WAR IN UKRAINE
  • Aligning with ADAS
  • Data
    • DATA STORE
  • Custom
    • SPONSORED CONTENT
  • Events
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
  • Resources
    • DIRECTORY
    • CLASSIFIEDS
    • SHOP FLOOR
    • AWARDS
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Best Places to Work
  • ADVERTISE
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. News
February 06, 2017 01:00 AM

Super Bowl debut for new Michelin ads

Tire Business Staff
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    Michelin North America photo
    Michelin is shifting its advertising focus away from animated commercials featuring the Michelin Man to those with a focus on real-world scenerios during which he will make cameo appearances.

    GREENVILLE, S.C. (Feb. 6, 2017) — Group Michelin is shifting its marketing/advertising strategy away from the animated world of the Michelin Man to "real-world scenarios" where Bibendum makes cameo appearances.

    The first ad in this initiative, dubbed "I Need You," debuted during Super Bowl LI, in a last-minute decision by Michelin North America to place the 30-second ad in the FOX-TV broadcast.

    The spot follows the lives of people in different cultures interrupting their schedules to be there for the ones they love — a young father who returns home to learn his wife is pregnant; a young woman rushes to comfort her friend, who's just ended a relationship; and a mother leaves work to reach her son, who's homesick during his first sleepover.

    Michelin North America photo

    A still from Michelin's new "I Need You" ad that debuted during the Super Bowl LI broadcast.

    To get there they have to drive and rely on Michelin tires to get there safely.

    "This TV ad marks an important change in our marketing strategy," said Andrew Meurer, vice president of marketing for passenger-vehicle tires, Michelin North America.

    "This strategy aims to balance Michelin's long-standing message of superior tire performance with better consumer awareness about the importance of their tires as they navigate the urgent, sometimes emotional needs of daily life. Michelin makes it possible for drivers to be there for others when it matters most."

    Michelin reportedly took advantage of last-minute deals to fill some open spots in the Super Bowl broadcast schedule.

    The advertisement was filmed on locations in Cape Town, South Africa; Paris; and Guangzhou, China. The spot was produced by TBWA\Chiat\Day NY, directed by the team of Anna Sandilands and Ewan McNichol, featuring musical excerpts from the song "Stay Alive" by artist José González of Gothenburg, Sweden.

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    Most Popular
    1
    Michelin worker dies at Nova Scotia tire plant
    2
    Updated: ATD to buy Monro tire-distribution unit for $105M
    3
    Bruno to assume Pirelli CEO role in 2023
    4
    Allied Oil founder R. Conrad Heinson dies
    5
    U.S. tire market continues to attract new players
    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    Reader Services
    • Staff
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2022. Crain Communications, Inc. All Rights Reserved.
    • News
      • OPINION
      • BUSINESS/FINANCIAL
      • COMMERCIAL TIRE
      • GOVERNMENT & LAW
      • Humanitarian Award
      • RETAIL TIRES
      • SERVICE ZONE
      • TIRE MAKERS
      • Best Places to Work
      • RUSSIA WAR IN UKRAINE
    • Aligning with ADAS
    • Data
      • DATA STORE
    • Custom
      • SPONSORED CONTENT
    • Events
      • ASK THE EXPERT
      • LIVESTREAMS
      • WEBINARS
      • SEMA LIVESTREAMS
    • Resources
      • DIRECTORY
      • CLASSIFIEDS
      • SHOP FLOOR
        • BALANCING
        • DEMOUNTING
        • SAFETY
        • TIRE REPAIR
        • TPMS
        • TRAINING
        • VEHICLE LIFTING
        • WHEEL TORQUE
      • AWARDS
        • Best Places to Work
    • ADVERTISE
    • DIGITAL EDITION