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
The campaign, which comprises television, poster and press advertising,
will break in the UK on 10 April and promotes BP’s Visco and Vanellus
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
The ad finishes with the BP logo and the words ’give life’ appear on
’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
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
’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.