Story telling is big in advertising & marketing right now. And it’s not always done very well.
However, I have found the summer exception – well done Michelin!
Why do I love this advert?
It’s unexpected – in the usual run of terribly made cinema-pre-film slush, the quiet opening stood out.
It’s a series of human stories. We all know what it’s like to be homesick or desperate to share some great news. It’s relate-able.
It’s beautifully understated. It would have been really easy to over-egg this, to give more dramatic tension, to put the tyre front and centre with a cheesy voice over. But it’s not like that – the destination is more important than the journey).
It’s short. 30s is the perfect length for this work – any more and you’d either get too many stories to really digest, or an excuse for overly dramatic scenes which distract from the relate-able contexts.
It’s a great positioning piece. Michelin seem to have realised that no-one really wants to think constantly about their tyres, but they do want to be reassured that the rubber will be reliable at exactly the moment they need it. By pulling the product and brand into the background, they’ve actually made it all the more memorable.
So, it’s good, really good, work. What’s your favourite ad of the summer so far?