Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Michelin - I Need You

February 05, 2017 | :30

Michelin made its first in-game Super Bowl ad appearance in 2017 with a spot in the first commercial break after kickoff.

The ad, a globe-spanning commercial shot in France, China and South Africa by the New York office of Omnicom's TBWA/Chiat/Day, shows people uniting via cars on Michelin tires, with flashes of the cartoon Michelin Man. 

The marketer announced its Super Bowl buy the day before the game, releasing the commercial online at the same time.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandMichelin
  • Year2017
  • AgencyTBWA/Chiat/Day
  • Superbowl #LI
  • Quarter airedQ1