Creative Briefs

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THEN AND NOWBorn for the Road

When DDB, New York, won Michelin in the early ’80s, it had to find a way to distinguish its work from the “treads and threads” advertising that dominated the tire category.

The answer was to highlight emotional reasons people should pay more for Michelin. One ad showed a tot playing by a tire as her parents come to the realization that Dad’s work car isn’t the only one that deserves Michelins.





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