Saddest road

Agency Network: 
December 2009


Producer: Lisa Munoz
Lead Designers: Anh Vu, Helen Choi

Sound Designer- Marshall Grupp

Film advertisement created by TBWA, United States for Michelin, within the category: Automotive.

Advertising Agency: TBWA\Chiat\Day New York, USA
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
Director: Psyop
Director: Marie Hyon/Marco Spier
Executive Producer: Lucia Grillo

Senior Producer: Lydia Holness

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
Producer: Martia Guinn

Music: Human
Composer: Human
Executive Producer: Lauren Bleiweiss
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morse's picture

Really funny! Love the animation.

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

satrianee's picture

everything is good except the michelin mascot... can somebody convince the company for a fundamental change? I'm sure can't be any worse.

Activity Score 3746
firebug's picture

hahah nice

Activity Score 1111
Tommy G.'s picture

That's powerful, not sold for the barely-dead-rabbits though
The facial animation is not that good.
The atmosphere of the background is awesome.

Tommy G.
Activity Score 895
Graphic Designer at Job seeking
The Lion's picture

Excellent production, has a good chance at Cannes.

The Lion
Activity Score 122
Creative Director |

Oso89's picture

The Art is amazing, but i dont really like the concept

Activity Score 73
everartz's picture

very nice! i think its an award winning...

Activity Score 7613
Art Director |

| everartz |

szkwadrat's picture

great animation. really funny

Activity Score 210
Graphic Designer
Yorch19's picture

haha! really great animation. Good concept anyway.

Activity Score 48
Smart Icom |

"Imagination is more important than knowledge"

funky_frogii's picture

very goooood....

Activity Score 2536
Graphic Designer at Graphic designer. |

Infected by a virus called CREATIVE | "And ya I Love Everything" |

Stones's picture

This is really good. I like the one playing the harmonica

Activity Score 138
silvi's picture


Activity Score 4170
bubblestheclownfish's picture

TOO OVER THE TOP. A good agency knows its target. If your emotive target doesn't actually want to hit animals on the road, then you can be pretty darn sure the target doesn't want to see animals writhing in pain with waffle-iron tire impressions on their backs. Michelin has always been about shelter, protection, trust, comfort and responsibility. The (very smart) baby-in-the-tire campaigns of yesteryear were a good example of what they stand for. What's next - showing babies with the sides of their heads caved in because you didn't buy Michelin tires? This went too far, feels too YouTube generation, and makes light of the very issue it is trying to address. Leave the comedy to GoodYear, and their very smart radio ads. Keep the ominous feel, but script it differently so we don't have to see the suffering.

Whether or not it's funny is not the issue - it's whether or not it's right for the brand.

Activity Score 606
Creative Director
Guest's picture

song plse human but whts the song

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