Michelin: Saddest road

Advertising Agency: TBWA\Chiat\Day New York, USA
Chairman & CCO: Mark Figliulo

ACD/Art Director: Anthony DeCarolis

ACD/Copywriter: Erik Fahrenkopf
Executive Producer Media Arts: Matt Bijarchi
Director of Broadcast Production: Ozzie Spenningsby
Senior Producer: Jason Souter
Production: Psyop
Director: Psyop
Director: Marie Hyon/Marco Spier
Executive Producer: Lucia Grillo

Senior Producer: Lydia Holness

Producer: Lisa Munoz
Lead Designers: Anh Vu, Helen Choi
Designers: Kitty Lin, Jaye Kim, Ben Chan, Pete Sickbert-Bennett
Lead Technical Director: Tony Barbieri
Lead CG Animator: Pat Porter
CG Animators: Gooshun Wang, Royce Wesley, Kevin Phelps, Michael Shin, Angelo Collazo, Russ Wooton
Lead Ligthing TD: Anthony Patti
CG Lighters: Cody Chen, Szymon Weglarski, Helen Choi, Jeff Chavez
CG Modelers: Soo Hee Han, Tom Cushwa, Rie Ito, Tony Jung, Dan Fine
CG Rigging: Goo-shun Wang, Stanley Llin, Jordan Blit
FX: Miguel Salek, Jonah Friedman
Lead Compositor: Jason Conradt
Compositors: Manu Gaulot, Gabriel Regentin
Editorial: Psyop
Editor: Cass Vanini
Mix: Sound Lounge
Sound Engineer: Philip Loeb
Sound Design: Sound Lounge
Sound Designer- Marshall Grupp
Producer: Martia Guinn

Music: Human
Composer: Human
Executive Producer: Lauren Bleiweiss


morse's picture
16530 pencils

Really funny! Love the animation.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

satrianee's picture
3748 pencils

everything is good except the michelin mascot... can somebody convince the company for a fundamental change? I'm sure can't be any worse.

firebug's picture
1117 pencils

hahah nice

Tommy G.'s picture
Tommy G.
897 pencils

That's powerful, not sold for the barely-dead-rabbits though
The facial animation is not that good.
The atmosphere of the background is awesome.

The Lion's picture
The Lion
122 pencils

Excellent production, has a good chance at Cannes.

Oso89's picture
65 pencils

The Art is amazing, but i dont really like the concept

everartz's picture
7611 pencils

very nice! i think its an award winning...

| Everartz |

szkwadrat's picture
210 pencils

great animation. really funny

Yorch19's picture
48 pencils

haha! really great animation. Good concept anyway.

"Imagination is more important than knowledge"

funky_frogii's picture
2536 pencils

very goooood....

Infected by a virus called CREATIVE | "And ya I Love Everything"
http://addot.blogspot.com | http://creativecreepers.blogspot.com

Brain-Art's picture
1101 pencils

Great animation. Concept is not that creative but it works

Stones's picture
138 pencils

This is really good. I like the one playing the harmonica

silvi's picture
4172 pencils


bubblestheclownfish's picture
618 pencils

TOO OVER THE TOP. A good agency knows its target. If your emotive target doesn't actually want to hit animals on the road, then you can be pretty darn sure the target doesn't want to see animals writhing in pain with waffle-iron tire impressions on their backs. Michelin has always been about shelter, protection, trust, comfort and responsibility. The (very smart) baby-in-the-tire campaigns of yesteryear were a good example of what they stand for. What's next - showing babies with the sides of their heads caved in because you didn't buy Michelin tires? This went too far, feels too YouTube generation, and makes light of the very issue it is trying to address. Leave the comedy to GoodYear, and their very smart radio ads. Keep the ominous feel, but script it differently so we don't have to see the suffering.

Whether or not it's funny is not the issue - it's whether or not it's right for the brand.

Guest's picture

song plse human but whts the song

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