TBWA Promotes CrossClimate for Michelin

By Erik Oster 

TBWA teamed up with Parisian directing team Andy’s to create an animated spot promoting Michelin’s CrossClimate tires.

The spot imagines tough road conditions as giant monsters tormenting drivers on the highway. A terrified family looks on as the Michelin Man fends off and defeats the forces of nature so they can get on their way. The animation really is the star of the spot, looking like something out of a Pixar movie, while also bringing to life the selling point of CrossClimate tires. It’s a memorable, even fun, approach for the brand — which seems like an odd thing to say about an ad for tires, but there you have it. Hopefully TBWA and Michelin go further in this direction in the future.


Director: Andy’s
Production: WIZZ Design
Producer: Matthieu Poirier
Agency: TBWA
Creative Directors: Benoit Leroux, Philippe Taroux
Copywriter: Jean-Marie Gateau
TV Producer: Ghislaine Byramjee