Michelin Commercial 2017

Reliable tires manufacturers, Michelin, are taking to the Super Bowl with their first ever in-game spot. The announcement came with the release of their 30-second “I Need You” commercial online along with the tagline #BeThereMoments.

The ad that was filmed in four locations – Cape Town, South Africa, Paris, and Guangzhou, China – tells the story of reuniting friends and families in times of need. With Michelin tires, you can rest easy knowing you’ll always be there. For Michelin Man (or, Bibendum) fans, worry not, he does also make an appearance, though it is a fleeting one (in a puddle). Here’s a look at the Michelin Super Bowl LI commercial:

Michelin Super Bowl 2017 Commercial – “I Need You”

The spot will air during the first commercial break after kick-off and like the commercial itself, was created by an equally transatlantic team of creatives: The New York office of TBWA/Chiat/Day and directed by Anna Sandilands and Ewan McNichol.

But, these are the Michelin commercials we’re more used to – starring the man himself:

Super Bowl ads experience:

The New York office of TBWA/Chiat/Day