TV, BRANDING

Some campaigns last a few months, some last almost 20 years. I had the distinct pleasure of writing the last chapter in the long-running ‘Michelin Baby’ campaign.

Of course, if you’re under 40, you might not know that for many years, Michelin Tires featured babies sitting/riding on a tire, accompanied by the tagline: ‘Because so much is riding on your tires.’ The new twist here was that since Michelin had swept the J.D. Powers and Associates Awards for customer satisfaction, the last Michelin baby spot would have the baby hula-hooping with the tire, celebrating!

The client was on the way to another agency and tagline in a matter of months, so this TV assignment was available to a hungry junior. Lucky, me! Casting, shooting, and editing this spot was a learning experience I still hold dear.