Castrol is launching its first TV advertising campaign in three years to promote its GTX Magnatec oil.
The campaign, created by Banks Hoggins O’Shea/FCB, is targeted at a broader market than Castrol’s previous campaigns in an attempt to attract the non-technically minded.
The TV and radio ads use different sound effects, showing whether a car is uncomfortable or happy at the beginning of a journey. The first two cars featured are in pain because their oil has not warmed up. The GTX Magnatec car is shown purring as it starts its journey because it is ready to go “from the moment you turn the key”.
The campaign breaks on June 3. Media was handled by MindShare.