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No Matter How Hard You Try, You Can't Stop Time in Michelin x Mercedes Ad

BETC Paris joins forces with Cream to produce high-intensity film

No Matter How Hard You Try, You Can't Stop Time in Michelin x Mercedes Ad

Michelin is the exclusive supplier of tires for the Mercedes-AMG GT Black Series, the most powerful production car ever made by the German manufacturer. For this unique vehicle, Michelin has reserved its finest sports tire: the MICHELIN Pilot Sport CUP 2R, aka ‘the lap-time smasher’.

As a nod to the exclusive collaboration between the two brands, the tires were personalised for the Mercedes-AMG GT Black Series through two specific versions that boast distinctive design elements as well as highly stylized, instantly recognizable sidewalls.

To continue this exceptional partnership, Michelin, Mercedes-AMG, and BETC Paris joined forces with Cream to produce a high-intensity film where a Mercedes-AMG GT Black Series is launched into a frantic race against a stopwatch. Over the very mechanical imagery of the race, a voice-over shares a powerful speech on the age-old struggle between mankind and time, revealing that there is at least one way to win: Smash the laptime.

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Brand: Michelin

Ad Agency: BETC Paris

Managing Director: Guillaume Espinet

Associate Director: Fanny Buisseret

Account Executive: Grant Fega

Executive Creative Director: Jerome Galinha

Associate Creative Director: Julien Deschamps

Copywriter: Jean-Baptiste Soumier

Art Director: Jonathan Portefin

Art Direction Supervisor: Julien Schmitt

TV Producers: Slim Trabelsi, David Green

Production Company: Cream

Director: WHO?

Driver: Maro Engel

Director of Photography: Laurent Rodriguez

Producer: Martin Revol

Production Director: Tristan Voisin

Post-Production Company: General Pop

Post Producer: Clément Massu

Editing: Marc Gurung

Color Calibration: Arthur Paux

Sound Company: Gum

Producer: Emma Lou Jacono

Sound Engineer: Martin Caron

Voice-Over: Armen Georgian

Category: Automotive , Tyres and vehicle utilities

Genre: Action