editors
JERRY BECK (LA)
AMID AMIDI (NY)
The new ass-kickin’ Michelin Man!
October 7, 2009 9:00 pm


AdWeek is reporting on a new Michelin Tires ad campaign that transforms their 111 year old rubber-man mascot into an ass-kicking, tire tossing super hero. Psyop produced the new TV spot (below) for the TBWA\Chiat\Day agency. Have a look:

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DN says:
10/7/09  11:42pm

What a buggy player. Keeps restarting.

 
Chris Sobieniak says:
10/8/09  12:30am

Thank god, for a minute there I thought they were changing his design radically.

 
joecab says:
10/8/09  4:16am

Me too: i thought he was gonna be all slimmed down and buff. Whew!

 
Kelseigh says:
10/8/09  5:41am

Utterly unable to watch it. Player keeps restarting, I’ve only made it through about 4 seconds or so.

 
Greg Baldwin says:
10/8/09  6:07am
 
Mike D says:
10/8/09  7:17am

The music and Narration slightly reminds me of the Gorillaz track: “Fire Coming Out of the Monkey’s Head”

 
Paul N says:
10/8/09  7:29am

Good Lord! He’s disemboweling himself!

 
Jason says:
10/8/09  7:50am

Man, I wish I could get rid of MY spare tire that easily!

 
ben colbourn says:
10/8/09  8:45am

looks like if i move my mouse outside of the player is when it restarts.

also, that hero sacrificed his rubbery innards to save those people. what a hero!

 
mick says:
10/8/09  8:54am

I thought it was going to be a whole lot worse than that from your discription but it was actually not so bad. A wee bit of a snappier edit would help.

 
Tom Pope says:
10/8/09  9:09am

Go Bibendum, it’s your birthday.

 
Peter Campofiori says:
10/8/09  10:10am

Is he related to the Stay Puff marshmallow guy?

 
Steve Schnier says:
10/8/09  11:50am

The music doesn’t suit the visuals.
Sound effects — What? No sweetening?
They only made half a commercial here.

 
Sabrina says:
10/8/09  12:05pm

By reading that caption, I also thought they were going to redesign him…
phew

 
edgertor says:
10/9/09  9:22am
 
Monty Lawton says:
10/9/09  7:57pm

I just produce a short film on logos and brands. This is very close to the original intent of the creator, and FYI Michelin is one of the very first brands to create an identity. Cheers to the creators for looking back to the history. I suggest a quick wikipedia for any artist.

 
Adam Hevenor says:
10/11/09  9:00pm

I like it, but this seems like blatant rip off of the gorillaz.

 
Cady says:
10/18/09  1:57pm

Why are the comments not gushing at how delicious this ad is?? I adore that granny fighting for her purse.

 
Casey says:
10/31/09  11:10pm

This is absolutely stolen from the Gorillaz song. Its like ridic. How did they even get away with this? The music is practically identical, and the lyrics are exactly the same, they just changed it to tire ideaology.
F michelin.

 
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