Campaign Spotlight

Campaign Spotlight: Michelin rides high with Mercedes AMG in ‘Smash the laptime’ by BETC Paris

PARIS, FRANCE — 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, a.k.a. ‘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.

Smash the Laptime
Michelin PSCUP 2R x Mercedes AMG


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.


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

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