Yes, dear readers, the weekend is nigh. In fact, if you work in advertising, there’s a good probability that the weekend has happened already or will happen a few hours early. That’s the fun of holiday weekends, and we hope you stay safe should you decide to travel in the next few days.
In a short time, I will take the train home from downtown, pack my bags, and start my trek north to Wisconsin. Of course, I’ll have to fill up for gas before I jump on I-90. Which do you think I’m dreading more, a two-and-a-half hour trip from Chicago to Madison or filling up at my local station for $4.84 per gallon? If you guessed the latter, you’re absolutely correct! (Applause.) So, how does an advertising agency make gas stations sound appealing in terrible plague of the pump? Well, as Venables Bell & Partners decided to do in the above spot for 76, it’s about making taking a stand on the side of the driver. And, in this instance, that means celebrating the beginning of the weekend with those cooped up in an office park, just itching to peel off their mask and let their facial hair waft in the weekend-y wind.
Does VP&B do a good job of positioning 76 as an empathetic brand? Or, should 76 have just ponied up and bought the rights to R. Kelly’s “Ignition (Remix)” and called it a day? Credits after the jump.