WCRS pits cars against hazards for Mobil 1 campaign

WCRS is launching its first European branding campaign for Mobil 1, the advanced engine oil.

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 product.



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.



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