WCRS is launching its first European branding campaign for Mobil 1,
the advanced engine oil.
The ads, which break in the UK next week, aim to position Mobil 1 as the
most desirable brand in its field and bring to life the superiority of
The 30-second ’tunnels’ spot - which uses the latest computer generation
techniques - is set in a futuristic world, which mimics the internal
workings of an engine. It features a dramatic race between five cars
which are subjected to a number of tests symbolising all the hazards an
engine and the environment can present.
The other cars are destroyed one by one by a bolt of lightning, giant
pistons, fireballs and violent winds but the Mobil 1 car survives the
various tests to win the race.
’Our task was to create advertising fit for Mobil 1’s brand-leading
status,’ Jonathan Hill, the group account director at WCRS, said.
’We have captured the full emotional appeal of the brand while
underpinning our message with real product benefits.’
The commercial is already running in Finland, Poland and Italy and is
set to run in all major European markets.
The ad was written by Will Barnett and art directed by Mike Wells. It
was directed by Gerard de Thame with special effects by the Mill.
Media planning and buying is through Initiative Media.