https://www.youtube.com/watch?v=ECdgEK-Q_mQ
Last night’s Super Bowl was full of firsts; first over time, first five time winning quarterback and first Super Bowl ad by Michelin. The tiremaker debuted “I Need You,” a 30-second spot about how Michelin helps drivers be there for loved ones when it matters most during the game between the Patriots and Falcons.
“This TV ad marks an important change in our marketing strategy,” said Andrew Meurer, vice president of marketing for passenger-vehicle tires at Michelin North America. “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. 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.”
The ad, filmed at locations around the world, followed the lives of three different individuals interrupting their scheduled to be there for the ones they love. In each vignette, the driver reaches the destination with silent, reliable confidence provided by Michelin tires, the tiremaker said.
