O&M creates global Castrol spots

The premium oil brand Castrol returns to TV this week with a global campaign by Ogilvy & Mather that emphasises how the lubricant makes things work more smoothly.

The TV, press and poster ads, which break on Friday, reinforce the Castrol brand as the category leader, while dramatising its benefits as a lubricant.

The 20-, 30- and 40-second executions start with a series of jarring abstract images relating to the car and its parts. Gradually, softer visuals are introduced to demonstrate the smoothing effect that Castrol has. The endline is: "Fluid motion. Castrol."

Three double-page press and poster versions adopt a similar approach.

On the left-hand side there are a tangle of images, which make way for an uncongested scene on the opposite section.

One ad pictures a clutter of roads all branching out in different directions.

Out of the confusion one road stretches out on to the right-hand side, giving the impression of overcrowding turning into a free-flowing scene.

The campaign was written by Sue Higgs and art directed by Brian Connolly.

The director Graham Fink also contributed to the art direction on the TV executions. The TV ads were directed by Peter Thwaites through Gorgeous with post-production through MCP. Ernst Fischer was the photographer on the press and poster executions.

Media planning and buying is through MindShare.

The campaign targets men aged between 25 and 54 who choose their own oil. Research has revealed this group is not necessarily interested in technical details but values the perceived expertise that comes with premium product.

The ads will focus on the upcoming Easter and May Bank Holiday, when people are most likely to be travelling and will run around programmes such as the Grand Prix coverage, Speed Sunday and dramas, including Murder City and Murder in Suburbia.

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