Michelin Rides High With Mercedes AMG in "Smash the Laptime" Campaign via BETC Paris

Michelin Rides High With Mercedes AMG in "Smash the Laptime" Campaign via BETC Paris

Jul. 19, 2021

After the well-received 2020 launch film that introduced the new Motion for Life tagline along with an iconic visual signature and showed the universality and ubiquity of the brand, Michelin is back with its ad agency BETC Paris to promote its high-performing products with the help of a supercar: the Mercedes-Benz AMG GT Black Series, the most exclusive vehicle of the Mercedes-Benz line that retails for 325,000 US dollars. Can Michelin tires handle its speed and power?

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 even personalized 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 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.

Related News

Feb. 20, 2024

Lacoste Plays Grounded and Makes Gravity Disappear for the Launch of the New Sneaker L003 2k24

For its campaign launch for the new L003 2K24 sneaker, Lacoste - helped by its longtime ad agency BETC Paris

Jan. 24, 2024

Chilling PSA Unearths Continued Growth in Online Sexist Content

Shocking campaign from the French High Council for Equality and BETC Paris comes from a damning report about sexism in France

Jan. 17, 2024

Tekken 8 Reinvents the Face-Off Moment in Combat Sports in Epic Blockbuster ad by BETC Paris

In combat sports, the face-off between the two fighters has become a most-anticipated moment

Latest News

Feb. 23, 2024

Mindy Kaling and WW7 Ask Why You’Re Calling Them "Ma'Am"

World War Seven's Lizzy Born directs Maybelline's latest campaign for its Instant Eraser Treatment Makeup, starring their new spokesperson, Mindy Kaling

Feb. 23, 2024

Kia's EV9 and INNOCEAN Berlin do the Impossible by Bringing Back the Sun to Northern Europe

As vast parts of Europe plunge into darkness during the winter months, the lack of sunlight takes its toll on individuals' energy levels