The Michelin ad that aired during the Super Bowl signals a shift in strategy for the tire maker. And the change involves the iconic Michelin Man.

“This TV ad marks an important change in our marketing strategy,” says Andrew Meurer, vice president of marketing for passenger vehicle tires for Michelin North America Inc. “Michelin is making a transition from the animated world of the Michelin Man to real-world scenarios in which the Michelin Man makes cameo appearances.

"This strategy aims to balance Michelin’s long-standing message of superior tire performance with better consumer awareness about the importance of their tires as they navigate the urgent, sometimes emotional needs of daily life. Michelin makes it possible for drivers to be there for others when it matters most.”

The "I need you" spot follows the lives of people in different cultures — a young father, a mother, and a friend — interrupting their schedules to be there for the ones they love. In their cars  they rely on Michelin tires to arrive safely.

The advertisement was filmed on locations in Cape Town, South Africa; Paris, Itally; and Guangzhou, China. It marks Michelin's first time advertising during the Super Bowl.

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