NEWS: Bates launches Castrol blitz

Castrol, the branded engine oil market leader, has unveiled a new hi- tech engine oil with a pounds 5 million campaign through Bates Dorland.

Castrol, the branded engine oil market leader, has unveiled a new hi-

tech engine oil with a pounds 5 million campaign through Bates Dorland.



The oil, GTX Magnatec, is designed to protect an engine right from its

start-up, when it is most vulnerable, and is Castrol’s latest weapon in

the war with private label products.



Its launch commercial is a development of Castrol’s famous 20-year-old

‘liquid engineering’ campaign, and continues to use its familiar theme

from Mahler’s Fifth Symphony and its trademark trickling bead of oil.



However, the new spot makes more use of computer graphics than previous

campaigns. The execution opens on a sleek, metallic car (an Audi) and

moves on with visual imagery to demonstrate the effect of grinding

metal. Scenes such as a drill on a piano keyboard, a clock face being

ground up and an electric sander on the front of a hi fi ensue. The

finale is the smooth operation of car pistons.



A voiceover explains that every time you start your car from cold it

takes a while to get full protection from your oil, and the viewer hears

metal grinding against metal. ‘The damage is permanent,’ the voice

concludes.



Castrol has dropped its existing range of premium priced oils, the GTX

2, 3 and Castrol RS sub brands, in favour of the new Magnatec, and while

the top Castrol product currently costs about pounds 10 for five litres

- compared with commodity bra-nds as low as pounds 3 - Magnatec will

retail for almost pounds 20.



The Dorlands account director on the business, Julian Sandy, explained:

‘We had to find a reason for consumers to trade up. So the commercial

would have to dramatise, in a spectacular way, the consequences of

running a car engine when it’s only protection is standard oil.’



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