TBWA\Chiat\Day Highlights the Michelin Man

By Patrick Coffee 

This isn’t a DreamWorks teaser…it’s the latest work for Michelin by TBWA\Chiat\Day.

The agency, which won the account back in 2008 and created a campaign the following year to refocus attention on a newer, thinner Michelin Man (real name “Bibendum”), extended the earlier work with this new spot, created “in collaboration with leading animation house Psyop.” It debuted during the NCAA tournament on Sunday, and here’s the press release.

The ad, which stars a seemingly single dad and his college-aged daughter, highlights the safety angle to promote the “MICHELIN Premier tire,” released almost exactly one year ago today:

For context, the agency’s earlier work dating from 2009 cast the spokesperson as more of a super hero armed with “the right tire”:

…and in case you’ve never seen it, here’s a fascinating animated film that told the story of Mr. Bibendum way back in 1935 with the help of one George Gershwin:

We found that in the excellent  “The Story of The Michelin Man” on the LogoDesignLove blog, which also includes Bibendum’s first appearance from 1898:


He does look a bit less…fascistic now.


Client: Michelin

TV:  “Keys”




Rob Schwartz, Chief Executive Officer

Matt Ian, Executive Creative Director

Erik Bjorklund, Associate Creative Director/Art Director

Craig Geller, Associate Creative Director /Copy Writer

James Cheung, Global Creative Director

Dan Bradbury, Integrated Producer

Jason Souter, Group Executive Producer

Chad Hopenwasser, Head of Integrated Production

Kristina Fraites, Account Supervisor

Hugo Murray, Account Director

Marnie Darren, Group Account Director

Julie Darlow – Group Planning Director



Director: Eben Mears, Anh Vu

Executive Producer: Lydia Holness

Head of Production: Chris Kiser

Producer: Nick Read

Associate Producer: Chante Edwards

Art Director: Eunice Kim

Designers: Samantha Ballardini, Felipe Hansen, Denny Khurniawan, Hyesung Park, Christoph Sarow, Derek Stratton, Anh Vu

Lead Technical Director: Frank Naranjo

Lead VFX: Eban Byrne

VFX: Andy Hara, Shawn Lipowski, Chris Santoianni

Modeler: Bryan Eck, Briana Franceschini, Michelle Ko, Felipe Hansen

Rigger: Frank Naranjo

Lead Lighter:  Jonathan Lee

Lighter: Oliver Castle, Briana Franceschini, Jim Gettinger

Lead Animator: Pat Porter

3D Animator: David Han, Ryan Moran, Stephanie Russell

Storyboard Artist: Ben Chan

Matte Painter: Dark Hoffman, Anh Vu

Lead Compositor: Thomas Panayiotou

Compositor: Herculano Fernandes, Sang Lee

Flame Artist: Warren Paleos

Flame Assist: Claire Pereira De Souza

Motion Graphics: Paolo Garcia

Editor: Jesse Coane



Michaël Boumendil, President & Executive Creative Director

Laurent Cochini, Consulting Director

Julien Goris, Artistic Director

Vincent Turbé, Associate Artistic Director

Eric Caissy & Julien Rimailho, Creative Design

Ella Duda, Project Manager


SOUND DESIGN: Sound Lounge

Seth Phillips, Mixer/Sound Designer

Mike Gullo, Producer