New Michelin Ads: Proof That The Right Execution Changes Everything.

above: a still from the second animated Michelin spot in the new global campaign, Saddest Road.

Michelin's latest advertising campaign, "The Right Tire Changes Everything" has refreshed an ad icon that was fast fading into "Speedy -Alka Seltzer-land." But thanks to a new advertising campaign by TBWA/Chiat/Day, New York, the lovable white tower of tires, known in the US as The Michelin Tire Man, is back with a vengeance.

The recent animated Michelin television commercial "Evil Gas Pump" directed and edited by Pysop, has been making the rounds on blogs and magazines and winning honors and accolades in several trade publications. With its digital rejuvenation of the beloved Michelin Man, the spot deserves the kudos.


above: a still from the animated Michelin spot, Evil Gas Pump

But the next one, is just as fabulous, if not more so. Saddest Road is the second in the animated series, soon to be followed by a third. Once again, the animation and music are wonderful and Bibendum, (our tire man's actual name) is once again a hero worth worship.

Take a look at "Saddest Road":


I am not sure the same creative team at TBWA/Chiat/Day New york did all the spots, but at the end of this post are the credits for Evil Gas Pump, which, if you have not yet seen is right here:




The print work, while attractive, is no breakthrough creative, given it is just a lift from the television and the headline is a disappointing rehash of the tagline. But I suppose you could argue the cop out that it's a cohesive campaign because both the tv and print showcase the wonderful animation.

Examples of the print work for Michelin:



According to Michelin Corporate's press release "The new campaign’s slogan – “The right tire changes everything” – is intended to illustrate the competitive advantages of Michelin tires in media outlets around the world." The worldwide campaign initially launched in the United States in early October and then will gradually be deployed in 55 countries – in Europe and Asia in early 2010, followed by Africa, the Middle East, India and South America.

They also designed a new US site for the brand:

 
 above: the home page of the new site.


According to Adweek, the fourth quarter advertising effort cost $20 million.
       

Credits:
Agency: TBWA\Chiat\Day
New York Chairman & CCO: Mark Figliulo
ACD/Art Director: Anthony DeCarolis
ACD/Copywriter: Erik Fahrenkopf
Executive Producer Media Arts: Matt Bijarchi
Director of Broadcast Production: Ozzie Spenningsby
Senior Producer: Jason Souter
Production: Psyop, New York
Director: Psyop
Creative Director: Marie Hyon/Marco Spier
Executive Producer: Lucia Grillo
Senior Producer: Lydia Holness
Producer: Lisa Munoz
Lead Designers: Anh Vu, Helen Choi
Designers: Kitty Lin, Jaye Kim, Ben Chan, Pete Sickbert-Bennett
Lead Technical Director: Tony Barbieri
Lead CG Animator: Pat Porter
CG Animators: Gooshun Wang, Royce Wesley, Kevin Phelps, Michael Shin, Angelo Collazo, Russ Wooton
Lead Ligthing TD: Anthony Patti
CG Lighters: Cody Chen, Szymon Weglarski, Helen Choi, Jeff Chavez
CG Modelers: Soo Hee Han, Tom Cushwa, Rie Ito, Tony Jung, Dan Fine
CG Rigging: Goo-shun Wang, Stanley Llin, Jordan Blit
FX: Miguel Salek, Jonah Friedman
Lead Compositor: Jason Conradt
Compositors: Manu Gaulot, Gabriel Regentin
Editorial: Psyop
Editor: Cass Vanini
Mix: Sound Lounge
Sound Engineer – Philip Loeb
Sound Design: Sound Lounge
Sound Designer- Marshall Grupp
Producer: Martia Guinn
Music: Human
Composer: Human
Executive Producer: Lauren Bleiweiss

Say It With Jewelry. Heather Belle's Post-It Bracelets.

I ordinarily don't blog about gold-plated jewelry, since, personally, I'm a bit of a jewelry snob. However, these fun "Post-It" bracelets by Heather Belle Co. would make great stocking stuffers.

The collection consists of 6 different words (be nice, help, listen, smile, stop, and why?) embossed on a matte gold-plated hexagon which is strung on dyed leather. There's a cuff and multi charm bracelet as well.



The individual bracelets sell for $65.00 a piece but she also offers them as a trio or a complete set of the six for a discount.








And the cuff, also 14k gold-plated on leather, sells for $225.00:

And for $275.00 you can get the gold-plated Post-It Chic bracelet:



In Heather's own words:
Family, humor, provocative thoughts, classic style and human expression are just a few of the ingredients that I use to push myself to reach beyond the obvious. I admire anyone who can reframe current thinking and create something new.

Pablo Picasso is one of those people. He once said, “Art is a lie that makes us realize the truth.” This idea resonated with me and inspires me to see “art and truth” in different aspects of life, including fashion and accessories.

My love of design sparked the desire to create h.belle. I’m excited about the launch of this collection, titled “Post – it”. Why Post-it? Because I live a “post-it” life. It must be genetic because my brother has “call mom” tattooed on his hand. I’m actually scared of needles, but, like him, I’ve always needed daily reminders to keep me on track and get me through the day.

above collage by Heather Belle

Originally influenced by Ed Ruscha, I started painting my reminders a while back, such as the one I named Breathe (remembering to breathe, although obvious to most, is tricky for me). I can’t carry my paintings with me everyday. They’re far too heavy and not the most fashionable accessory strapped to my back and paper post-its aren’t much sexier. Well, maybe two of them used as a bikini top, but then they would get wet and it would quickly turn X-rated.

My childhood values add to the mix. Simply helping myself is not what ultimately does it for me. It’s that rare mix of impacting the world, changing someone’s day for the better, creating something beautiful and connecting to our humanness that motivates me. So, it’s with pride (and a little fear) that I present to you h.belle by Heather Belle.

I hope it inspires in you in ways I can’t imagine and makes you smile.

All the best, Heather Belle

Shop for Heather Belle jewelry and other items here.

Designer Dough: Pane Quotidiano No. 5

above: detail from Pane Quotidiano No. 5, Flamboyant issue n#1

The online magazine Flamboyant, is a super fun read. Chock full of humor, style, art, design and fashion, the magazine is presented as an online flip book that is both inspiring and entertaining. And full of eye candy. If you've never checked it out, you should.

In their present issue (confusingly referred to as number 1, this is actually their second issue - the first issue, n#0, was named Flowers n' Icons), the "Hate" issue, there's one editorial in particular I thought my readers would find extra enjoyable.



The editorial is titled Pane Quotidiano No.5 (a nod to CHANEL No. 5) and features bread as if it were designed by fashion brands Louis Vuitton, CHANEL, Burberry, Valentino, Comme des Garçons, Hermes, Vivienne Westwood and Maison Martin Margiela... complete with designer hang tags.



If you are at all familiar with the signatures of these brands, such as the specific colors (like Hermes orange), styles (MMM's predilection toward all-white) or patterns (like Burberry's famous Nova Check), these are particularly amusing.

Here are the spreads along with detailed close -ups:

Louis Vuitton:

detail:

Hermes:

detail:

Burberry:

detail:

CHANEL:

detail:

Valentino:

detail:

Vivienne Westwood:

detail:

Maison Martin Margiela (MMM):

detail:

Comme des Garçons:

detail:


credits:
Concept by Andrea Boschetti,
Photos by Paolo Pizzetti
Artwork by Ivo Bisignano


Cover of Flamboyant n#1 - the hate issue:

Flamboyant magazine