NEWS: BP and Mobil promote merger in pounds 10m work

Doner Cardwell Hawkins is poised to unveil a pounds 10 million drive for the rebranding of Mobil’s 700 service stations with BP livery.

Doner Cardwell Hawkins is poised to unveil a pounds 10 million drive for

the rebranding of Mobil’s 700 service stations with BP livery.



A teaser poster campaign on 96-sheets has already appeared across

London, showing a sky-blue background with the strapline: ‘Have you

heard?’



The main campaign will break on Monday with TV and national press work,

and is timed to coincide with the formal merger of the two oil giants.



The first phase of the campaign aims both to build awareness and to

generate excitement that something is happening in the petrol retailing

market.



A 30-second TV teaser ad will break across the capital initially, where

it will run for three or four weeks before rolling out nationally.



Entitled ‘drums’, the commercial opens on a close-up shot of a man

climbing up giant metallic stairs. As he reaches the top of the climb,

he finds a case which he opens and takes out what appears to be a set of

drumsticks.



The action cuts to the other side of town where another man is seen with

a similar set of drumsticks. The scene then opens up to reveal the two

men playing two huge oil drums, each of which is branded BP and Mobil.



The TV work will be supported by press ads in quality national

newspapers with executions that echo the TV creative, targeted at the

business community and BP shareholders.



‘Drums’ will go on national release in December. Another 60-second ad,

‘click and drag’, will break later that month as the rebranding drive

kicks in and aims to explain the full benefits of a merged operation to

consumers.



The UK creative will also roll out across Europe in December as part of

a dollars 35 million drive. Media planning and buying is through

MediaCom.



‘Drums’ was written by Mike Sullivan, art directed by Brian McPeak and

directed by Gore Verbinski at Palomar Productions.



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