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Sixième Son soundtrack Michelin

Updated: Jul 20, 2020

You've seen the Michelin advert, you'll recognise its accompanying music, but you probably don't know who composed it.


Tyre manufacturer Michelin is promoting their Primacy 4 and Crossclimate Plus tyres in their latest ad. Set in the streets of Paris, the ad is pretty unremarkable. However, as that contagious bass melody enters, the ad is transformed.

Written by French music agency Sixième Son, the ad's musical accompaniment known as 'Dans La Durée' is funky, energetic and feel-good. It's one of those tracks that you instantly recognise, but may not necessarily know where from.

Sixième Son is behind all of Michelin's sound branding. Even the audio logo at the end of the ad was created by them. On their site, they state

"Michelin’s music presents a modern and progressive brand that’s confidently committed to innovation. The assertive melody translates the concepts of mobility and performance that are at the core of the brand. The memorable audio logo has become the true seal of recognition and the carrier of the Michelin brand values worldwide."

Nice one Sixième Son!

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