This was the first time Michelin ran a spot that didn't feature a cartoon Michelin Man. And getting them there was a very, very long process. But it paid off.
We sold in an anthemic film that could run worldwide. Michelin was skeptical up until the moment they saw it. At which point, they loved it so much that they bought airtime during the Super Bowl for its big debut.
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CCO: Chris Garbutt / AD: Liz Agans / Dir: Anna & Ewan
Times Square billboard: