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Super Bowl

Michelin Highlights 'Caring' in Touching Super Bowl Debut

TBWA\Chiat\Day NY launches emotional 'I Need You' spot directed by Anna & Ewan

Michelin Highlights 'Caring' in Touching Super Bowl Debut

Michelin introduced a new global campaign on FOX over Sunday, its first advertising appearance during the big game. The 30-second ad, titled “I Need You,” highlights how Michelin helps drivers be there for loved ones when it matters most.

“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. “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 spot follows the lives of people in different cultures – a young father, a mother, a friend – interrupting their schedules to be there for the ones they love. In their cars, on their journeys, they rely on Michelin tires to get there safely.  

The ad depicts 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. A mother leaves work to reach her son, whoʼs homesick during his first sleepover. In each vignette, the driver reaches the destination with silent, reliable confidence provided by Michelin tires.

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 Anna Sandilands and Ewan McNichol, featuring musical excerpts from the song “Stay Alive” by artist José González of Gothenburg, Sweden.

Creative Agency

Senior Copywriter: Mike Schneberg

Senior Art Director: Liz Agans

Project Manager:  Eric Serviss

Integrated Producer: Olivia Whyte

Head of TV / Production: Elicia Laport

Head of Integrated Production: Jason Souter

Group Account Director: Ben Muldrew

Executive Creative Director:  Wade Alger

Creative Director: Josh Tavlin, Walt Connelly

Creative Agency: TBWA\Chiat\Day, New York

Chief Creative Officer: Chris Garbutt

CEO: Rob Schwartz

Business Director : Debra Horvath

Account Manager:  Will Brzozowski

Account Director: Kate Prescott

Music and Sound

Executive Producer: Sasha Awn

Producer: Andi Lewis

Mix: Phil Loeb


Head of Production: Meagen Carroll

Executive Producer: Lauren Bleiweiss

Editor: Leo Scott & Chris Catanach

Edit Company: CARTEL

Edit Assistant: Vanessa Yuille 

Producer: Lauren Pullano

Post Production / VFX

FX Lead: Kelly Bombarger 

Flame Artists: Cecile Tecson, Louis Schache, Claus Hansen

Flame: Jason Frank, Rob Ufer, Wensen Ho

Executive Producer: Robert Owens, Ashley McKim

Colourist: Sofie Borup

Producer: Julia Paskert

Post Production House: Method

Production Company

Executive Producer: Jules Daly, Marjie Abrahams

DOP: Ewan McNicol 

Director: Anna & Ewan

Production Company: RSA Films

Producer: Julie Sawyer

Category: Automotive , Services

Genre: Storytelling