Michelin runs company's first ever Super Bowl commercial - wistv.com - Columbia, South Carolina

Michelin runs company's first ever Super Bowl commercial

Still shot from Michelin's first ever Super Bowl commercial, "I Need You." (Source: Michelin) Still shot from Michelin's first ever Super Bowl commercial, "I Need You." (Source: Michelin)
Still shot from Michelin's first ever Super Bowl commercial, "I Need You." (Source: Michelin) Still shot from Michelin's first ever Super Bowl commercial, "I Need You." (Source: Michelin)
Still shot from Michelin's first ever Super Bowl commercial, "I Need You." (Source: Michelin) Still shot from Michelin's first ever Super Bowl commercial, "I Need You." (Source: Michelin)
Still shot from Michelin's first ever Super Bowl commercial, "I Need You." (Source: Michelin) Still shot from Michelin's first ever Super Bowl commercial, "I Need You." (Source: Michelin)
Still shot from Michelin's first ever Super Bowl commercial, "I Need You." (Source: Michelin) Still shot from Michelin's first ever Super Bowl commercial, "I Need You." (Source: Michelin)
GREENVILLE, SC (FOX Carolina) -

Sunday during the big game, Michelin introduced a new global campaign, its first advertising appearance ever during the Super Bowl.

The commercial, filmed in a variety of locations including Cape Town, South Africa, Paris and Guangzhou, China, followed the lives of people from different cultural backgrounds - a friend, a mother, a young father. On each of their respective journeys, the characters depicted in the ad depended on Michelin tires to get them safely to their destinations, and to help them be there for loved ones when it matters most.

The commercial signified a big milestone for the company, as Andrew Meurer, vice president of marketing for passenger-vehicle tires, Michelin North America explained.

This TV ad marks an important change in our marketing strategy,” said Meurer. “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.” 

In the ad a young father returned home to learn his wife was pregnant, a young woman rushed to comfort a friend who'd just ended a relationship and a mother left work to reach her son who was homesick during his first sleepover. 

"In each vignette," company officials said in a release, "the driver reaches the destination with silent, reliable confidence provided by Michelin tires.

The commercial 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.

Copyright 2017 FOX Carolina (Meredith Corporation). All rights reserved.

  • Trending StoriesTrending StoriesMore>>

  • Severe reaction to new sandals leads woman on a painful path

    Severe reaction to new sandals leads woman on a painful path

        One woman wants to warn people about her painful path, the result of a severe and debilitating allergic reaction.  She had no idea what she was allergic to until she visited a fourth emergency room in two weeks.    

    More >>

    One woman wants to warn people about her painful path, the result of a severe and debilitating allergic reaction. She had no idea what she was allergic to until she visited a fourth emergency room in two weeks.    

    More >>
  • 'The Phantom' serial killer of children out of prison, living in Tucson

    'The Phantom' serial killer of children out of prison, living in Tucson

    Thursday, April 27 2017 12:17 AM EDT2017-04-27 04:17:43 GMT
    Friday, April 28 2017 11:32 PM EDT2017-04-29 03:32:02 GMT
    Convicted killer William Huff was spotted riding his bicycle through a Tucson neighborhood. (Source: 3TV/CBS 5)Convicted killer William Huff was spotted riding his bicycle through a Tucson neighborhood. (Source: 3TV/CBS 5)

    William Huff terrorized Sierra Vista during the spring and summer of 1967. Despite a sentence of 40 years to life, the Arizona Board of Executive Clemency voted to release him from prison into home arrest. Family members of the victims are concerned for the safety of the community, as are new members of the Clemency Board. CBS 5 Investigates videotaped Huff riding a bike through his Tucson neighborhood. There are no restrictions placed on his proximity to children.

    More >>

    William Huff terrorized Sierra Vista during the spring and summer of 1967. Despite a sentence of 40 years to life, the Arizona Board of Executive Clemency voted to release him from prison into home arrest. Family members of the victims are concerned for the safety of the community, as are new members of the Clemency Board. CBS 5 Investigates videotaped Huff riding a bike through his Tucson neighborhood. There are no restrictions placed on his proximity to children. 

    More >>
  • 'I got 2 clips!' Impatient mom pulls out gun, threatens barber cutting son's hair

    'I got 2 clips!' Impatient mom pulls out gun, threatens barber cutting son's hair

    Friday, April 28 2017 5:45 PM EDT2017-04-28 21:45:21 GMT
    (Source: Crime Stoppers of Cuyahoga County Facebook)(Source: Crime Stoppers of Cuyahoga County Facebook)

    Police are looking for a woman who pointed a gun at a barber all because her son's haircut was taking too long.

    More >>

    Police are looking for a woman who pointed a gun at a barber all because her son's haircut was taking too long.

    More >>
Powered by Frankly