Michelin Uptis: an airless tyre, up close
7.79M
A 10-second close-up of Michelin's airless tyre rolling over a kerb. 7.8M views and 1,138 comments on the future of tyres.
- Michelin
- Product story, Collaboration
- Sep 19, 2021
- Instagram Reel · 0:10
Occasion
Michelin's Uptis airless tyre, after ten years of development. A collaboration with @mrjww.
Idea
Let the technology prove itself: show the spokes flexing as the tyre rolls over a kerb.
Execution
One static close-up of the wheel as the car moves. The caption asks whether this is a revolution other makers should copy.
Why it worked
- Proof on screen beats a claim in a caption.
- A non-car brand reaching a car audience through a single strong visual.
- An open question turned 7.8M views into 1,138 comments.
Results
- 7.79M
- 239K
- 1,138
- 3.1%
- ×22
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