Texaco is launching a pounds 3 million campaign through the DMB&B-owned
integrated agency, IMP, to launch its new brand of premium fuel,
CleanSystem 3.
The integrated campaign breaks next week and uses a spoof medical drama
theme to make consumers aware of the importance of quality fuel in
engine performance.
The campaign kicks off with a four-week burst of TV and radio and is
supported by six weeks of press advertising across a range of national
daily and Sunday newspapers. All radio advertising will be on Virgin
Radio.
The spoof commercial opens with a documentary-style shot of a driver’s
eye view through the windscreen as he drives along. The voiceover says:
‘This driver is heading for a seizure.’
The scene dissolves into one of flashing lights and headlights and then
cuts to a hospital, where the ‘patient’ sees someone looking down on him
as he is raced along the corridors towards the operating theatre.
In the next shot, three surgeons are seen bending over to examine the
patient. ‘This could be serious,’ one of them says earnestly as he asks
his colleague to pass spanners and wrenches.
Finally, it is revealed in an overhead shot that there are three
mechanics working on a car. A mechanic then bursts through the doors
with a petrol pump, rather than an oxygen machine, in his hand. The
voiceover says: ‘We’re doing everything we can.’
The ads were written and art directed by David Harris, creative director
of IMP. They were directed by David Hartley at Academy. Media for Texaco
is handled by the Media Centre.
