Saddest road

December 2009

Producer: Lisa Munoz
Lead Designers: Anh Vu, Helen Choi

Sound Designer- Marshall Grupp

Film advertisment created by TBWA, United States for Michelin, within the category: Automotive.

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

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
Producer: Martia Guinn

Music: Human
Composer: Human
Executive Producer: Lauren Bleiweiss

Comments (15)

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Highest Rated

Guest's picture

song plse human but whts the song

morse's picture
Activity Score 17604

Really funny! Love the animation.

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

satrianee's picture
Activity Score 3748

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
Activity Score 1113

hahah nice

Tommy G.'s picture
Tommy G.
Activity Score 897

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
Activity Score 122

Excellent production, has a good chance at Cannes.

Oso89's picture
Activity Score 73

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

everartz's picture
Activity Score 7609

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

| everartz |

szkwadrat's picture
Activity Score 210

great animation. really funny

Yorch19's picture
Activity Score 48

haha! really great animation. Good concept anyway.

"Imagination is more important than knowledge"

funky_frogii's picture
Activity Score 2536

very goooood....

Infected by a virus called CREATIVE | "And ya I Love Everything" |

Brain-Art's picture
Activity Score 1101

Great animation. Concept is not that creative but it works

Stones's picture
Activity Score 138

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

silvi's picture
Activity Score 4172


bubblestheclownfish's picture
Activity Score 614

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