The Spirit Group has launched its first work for Texaco Lubricants,
since it won the account in March.
The pan-European press campaign, aimed at relaunching Havoline oil,
breaks in the UK, Benelux, Spain and Portugal this week and will run
until the end of the year.
The execution shows a car petrol gauge with an extended section after
the "full" level. This capacity is labelled "Havoline energy" and the ad
uses the strapline "Havoline. Drive smarter". The ad aims to shows the
oil's capability to clean engines and aid economic fuel consumption.
Richard Hammond, Spirit managing partner, said: "This campaign captures
all the key advantages of the Havoline product and talks to the trade in
its own language."
Texaco has promised a substantial increase in its marketing budget for
the brand. The win did not affect HHCL & Partners capture of the pounds
10 million integrated Texaco account in May last year.
The ad was art directed by Mitch Levy and written by John Silver. Carat,
which was appointed at the same time as Spirit, will handle the media.