On the road and beyond

On the road and beyond

If you thought that Michelin only made tires, we kindly ask you to have a look at our new global brand campaign.

Michelin takes us 'On the road and far beyond" in a trip highlighting the spirit of innovation of the brand.

In a continuous movement, the campaign starts on the road and inside the automotive road tire and goes into more diverse and extraordinary territories.

The "white code", tribute to the Bibendum brand character and signature of the brand, is present all across the trip: from the road tire to the gigantic sails of ships, to wheels of a spatial vehicle or even the tires of electric motorbikes.

The highly dynamic film is magnified by exceptional direction, under talented director Henry Scholfield who brings to life this energetic adventure through a perfect balance between cinematic shots and pure 3D visual extravaganza. The TV spot ends up being an incredible journey that keeps surprising the viewer and taking him always further.

Michelin aimed for a dynamic, optimistic and future-forward piece of work that also stepped into the real world to improve our daily lives. The campaign supports the Motion For Life strategic brand platform and reiterates the brand promise of a life in motion and places Michelin as a brand that can be trusted on the road and far beyond.

Adeline Challon-Kemoun, EVP Engagement, Brands, Communications & Michelin Guide - Executive Committee Member at Michelin, says: "This second phase of our brand campaign expresses what defines Michelin, a group with innovation at one of its core values. This power of innovation, universal and helpful, has been in the DNA of the brand for 135 years, and it shapes the future of the company. Michelin will offer tomorrow products that will change our lives and will be technologic, innovative and environmentally-friendly. It's the essence of this campaign that uncovers some of these new innovative products."

Remi Babinet, President and Founder of BETC Paris, adds: "Having the opportunity to come up with a new brand territory for a brand as universal as Michelin is a dream for an ad agency. Especially at a time when Michelin has never been as powerful and focused on the future. We already knew that tires could take us far, but we didn't know that they could take us that far."

This global effort will be broadcasted in Europe, starting with France on May 13, and in 9 other countries across the globe, such as the USA, Canada, Brazil, but also in Asia with China, Thailand, Malaysia and Vietnam.


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