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
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.’