Neil Shapiro
Director of Photography (DOP) at Milkboy
Santa Monica , United States
TitleHands On
Campaign Hands On
Advertiser Michelin
Brand Michelin
Product Tires
Business Sector Tires, Accessories, Oil, Petrol, Gasoline
Tagline Because so mutch is riding on your tires.
Story At Michelin, there has always been an obsession for making the world's best tires. This has led Michelin to create a tire-making operation that takes each tire full spectrum from advanced mechanical inspection to the delicacies of the human touch. At Michelin, no tire leaves the factory withouth a thorough hand inspection.
Philosophy Central to the new Michelin campaign is the Michelin Man - the enduring, larger than life embodiment of Michelin's promise to strive for the only best. In "Hands On", the Michelin Man conveys the company's pursuit of perfection by demonstrating the hand-inspection process as only he can do it. The result is an engaging, entertaining and informative glimpse into the Michelin culture and provides one important reason why Michelin tires are the best tires.
Problem Tires represent a low interest, low involvement category. Michelin challenged Campbell-Ewald to develop an approach that would elevate interest and egage members of a younger target audience.
Media Type Television
Market United States
Soundtrack Never Gonna Let You Go
Executive Creative Director
Creative Director
Art Director
Agency Producer
Account Director
Account Executive
Account Executive
Production Company
Director of Photography (DOP)
Editing Company

People related to this work

You might also like...


Create a free Talent profile and become a member of AdForum

Get Started