Saatchi & Saatchi hasn’t launched Ampol’s motor oil, Mobil Super, with a traditional car product ad. Is there one of those that you remember? Instead, the agency has created a wonderful fantasy about the engine whisperer, a regular bloke with a special gift. He hears what engines want. He says that engines just want to be treated better and that they’re too often neglected and deprived of what makes them run smoothly.
Piero Ruzzene, creative director, Saatchi & Saatchi, commented, “Motor oil is a purchase usually borne out of necessity rather than regularity, with many car owners rarely topping up or even checking their engine oil levels. That is, until their oil light comes on. When it comes to our cars, we’ve become reliant on the yearly visit to the mechanic and in-warranty service. We’ve come to think engine lubricants are only for car and motor enthusiasts. We hope this campaign gets people back in touch with their engines’ needs and empowers them to take engine care into their own hands.”
The hero commercial is being supported with a collection of pre-rolls…
…and radio ads:
The full campaign is running across online video channels, radio and Spotify audio, and digital display.
Credits:
Client: Ampol Australia
General Manager B2B Sales: Brad Phillips
Head of Sales & Marketing: Sean Phillips
Lubricants Product Marketing Manager: Bernadette Sykes
Lubricants Marketing Advisor: Shaun Ramadan
Marketing & Product Manager, Automotive Lubricants: John Child
Lubricants Communications Coordinator: Neha Bahri
Creative Agency: Saatchi & Saatchi Australia
Head of Creativity: Simon Bagnasco
Strategy Partner Sydney: Iona Macgregor
Creative Director: Piero Ruzzene
Senior Art Director: Simon O’Neill
Senior Copywriter: Anton Posa
Group Account Director: James Tracy-Inglis
Account Director: Izabela Gustowski
Executive Producer – Head of TV/Content: Michael Demosthenous
Senior Integrated Producer: Holly De Roy
Digital Director: Danny Marston
Production Company: MOFA
Director: Bill Bleakley
Executive Producer: Llew Griffiths
DOP: Simon Walsh
Editor: Stewart Arnott
Grade & Online: Arc Edit
Sound & Music: Rumble Studios
Executive Producer: Michael Gie
Composer: Jeremy Richmond
Sound Designer: Liam Annert
Media: iProspect
