Two Journeys
One Powerful Solution
portable Jump StartER
Product Showcase Commercial
Project Overview
Parthenon Pictures partnered with Michelin to produce a product showcase commercial for their portable jump starter and power bank. The 30-second spot was deployed on Costco.com, designed to both demonstrate the product’s features and connect with consumers emotionally.
The goal was to show how the Michelin jump starter provides confidence and peace of mind in stressful situations, while highlighting its full range of functions in a simple, story-driven way.
Total Deliverables: 60 Second Product Showcase Commercial
Timeline: 6 weeks - from development to deployment.
Rapid Turnaround Demonstrating Agile Production Capabilities
Hybrid Commercial Strategy
Combining narrative product storytelling with integrated feature and benefit marketing, we were able to produce a hybrid commercial that is designed to engage users emotionally while educating them on practicality.
Storytelling Approach
We developed a dual-character narrative to highlight different real-world uses of the product. By intercutting these two journeys, we showcased all the product’s features in action, while keeping the story relatable and engaging.
To enhance the storytelling, we used contrasting color palettes for each scenario and followed Michelin’s brand guidelines to ensure visual consistency.
color palette
emotional connection
We featured our characters’ arch visually, from fear to safety, through performance and camera blocking.
Each character’s journey has a unique, contrasting location to showcase the universal use of the product.
contrasting locations
technical & creative execution
Feature Integration – Combined narrative storytelling with clear, on-screen feature and benefit callouts.
Dual Storyline – Balanced two characters’ experiences to demonstrate both utility and ease of use.
Practical Effects – In-camera, practical special effects were used to show vehicle mechanical problems.
PRODUCT impact
The commercial delivered a blend of narrative storytelling and feature-driven clarity, giving Costco.com shoppers both an emotional hook and practical product knowledge. By showing the jump starter in real-world scenarios, the spot reinforced Michelin’s reputation for reliability and innovation while giving customers confidence in their purchase.