Usually a tire spot involves tightly focused shots, but in the recent campaign for Michelin directed by Tim Damon (for agency SapientNitro), a story unfolds solely for the senses.
In a spot titled “Tunnel”, the ability to stir the senses begins with Michelin. Viewers are purposely propelled down a curvy mountain road before everything decelerates into a dreamy, surreal tunnel. Sound design filled with low bass notes, car engine exhaust and heartbeats build with the ride. The pace returns to real time with just glimpses and outlines of a car once again hitting daylight. “Only you know where this leads,” the voiceover says, “but we both know where it started.” The Michelin Pilot Series of tires are lastly revealed.
Client: Michelin North America, Inc
Digital Marketing Manager, Casey P. Morris
Agency: Sapient Nitro, Florida
Creative Director, Reed Coss
Client Services Director, John Wilkins
Project Manager, Justin Leamer
Associate Creative Director, Daniel Lynch
Executive Producer, Michael Diaz
Director: Tim Damon
Executive Producer: Kendra Wester