Duckhams, the motor oil veteran, is going back on television after
a nine-year break with a new advertising campaign through WCRS.
The commercials, which abandon the traditional technical focus,
concentrate on how easy it is to make the right choice of oil compared
with other difficult decisions in life.
One ad shows a gurgling baby, unaware of his dad’s tough decision
choosing his name, while a second features a girl who is agonising over
an engagement ring.
A third execution shows a long list of holiday destinations people have
to choose from before booking their vacation. Each ends with the line:
’At least choosing oil is easy. Duckhams premium engine oil.’
The change of tack by Duckhams follows consumer research which showed
mainstream drivers don’t understand - and don’t want to understand - the
technical language used to describe the performance of engine oils.
Written by Richard Dean, art directed by Andy Dibb and directed by Nick
Lewin through Cowboy Films, the ads break in Coronation Street this
Media is handled by Initiative Media.