THE tREADSPACE

PROBLEM

Let’s reinvent the tire commercial putting the tire at the center of the narrative while telling the human stories they enable. Oh, and we almost entirely ditched the car in the process.

SOLUTION

Tire commercials usually end up looking like car commercials, which confuses viewers and makes the message ineffective. So when Michelin was ready to launch the new, improved version of their best-selling tire, we were asked a simple question: How can we get people to focus on our tire and not the car?

CREATIVE

We created the “Treadspace”, by turning the Defender II tire into the canvas over which we showed the human moments it has enabled and the memories embedded within its treads, mile after mile.