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.