Robot fronts Doner Cardwell’s BP campaign

BP is to put two of its brands on to TV for the first time with a dollars 25 million pan-European campaign through Doner Cardwell Hawkins.

BP is to put two of its brands on to TV for the first time with a

dollars 25 million pan-European campaign through Doner Cardwell

Hawkins.



The campaign, which comprises television, poster and press advertising,

will break in the UK on 10 April and promotes BP’s Visco and Vanellus

engine oils.



The 60-second spot features a giant electronic female robot which comes

to life when the oil is infused into her veins.



As the oil begins to travel around her body and pump through her joints

she is able to move her fingers, open her eyes and start to walk. The

commercial culminates with her meeting her human alter ego as the two

touch hands.



The ad finishes with the BP logo and the words ’give life’ appear on

screen.



’For the first time in lubricants advertising, human values are

communicated,’ Vikki Adamson, the consumer brand manager at BP, said.

’It denotes a new approach by BP to engage and communicate with all

audiences in a new, striking and relevant way. We believe that this

campaign will be instrumental in the relaunch of the oil brands across

Europe.’



Following its UK launch the ad will roll out across BP’s major European

markets, including Spain, Portugal, Germany, Greece and Turkey. This is

the first time that BP has supported the brands with a big marketing and

advertising effort.



’The simple creative idea powerfully combines imagery of a machine with

the human body - the ultimate machine. It communicates a fundamental

truth that lubricants are essential to movement,’ Nick Jackson, group

account director at Doner Cardwell, said.



The campaign was written by Damian Simor, art directed by Lee Ford,

photographed by Simon Emmett and directed by Paul Street through

Streetlight. Media planning and buying is through MediaCom TMB.