JWT Atlanta launched a new online campaign for Pennzoil with a spot entitled “JOYRIDE Circuit.”
The spot, which runs just over two minutes, features a turbocharged eight-cylinder Ferrari 488 GTB in action, and little else. There’s no voiceover or product claims, just the sound of Pennzoil Synthetics in the Ferrari engine. The ad opens with a driver finding the hidden Pennzoil test car and whipping the 660 horsepower vehicle around an empty track before escaping and tearing up the roads of downtown Barcelona. There’s little doubt this is targeted at car geeks, with the focus so squarely on the high-performance fantasy vehicle. The spot ends with the word “JOYRIDE” appearing onscreen, followed by “To be continued,” as the spot is the first in a three-part series. There’s also a behind-the-scenes video, which we’ve included below.“JOYRIDE Circuit” follows the agency’s high-adrenaline “Airlift Drift” spot for the brand last year, which featured a 707 horsepower Dodge Hellcat Challenger.
“Together with Pennzoil we realized we wanted to stop interrupting the consumer with typical motor oil marketing and begin to produce content people would really take interest in and care about,” said JWT Atlanta executive creative director Jeremy Jones. “People have a passion for car films.”
Credits:
AGENCY – J. Walter Thompson Atlanta
Chief Creative Officer: Perry Fair
Executive Creative Director: Jeremy Jones
Group Creative Director: Dustin Tamilio
Associate Creative Director: Troy Leyenaar
Associate Creative Director: Daniel Prado
Account Director: Erin McGivney
Producer: Daryll Merchant
DIRECTOR: Ozan Biron
EDITORS: Ozan Biron, Matthew Griffiths
PRODUCTION COMPANY – Lemonade Films
Director: Ozan Biron
Producer: Trevor Cawood
Executive Producer: Ted Herman
Production Supervisor: Philip Fyfe
DP: Macgregor
EDITORIAL – Cycle Media
Editor: Matthew Griffiths
VISUAL EFFECTS: The Embassy
VFX Supervisor: David Casey
SOUND DESIGN – Source Sound Inc. LA
Sound Designers: Charles Deenen, Csaba Wagner
Sound Editing: Braden Parkes
Sound Mix: Charles Deenen
ORIGINAL MUSIC – Generdyn Music
Composer: Joshua Crispin
COLORIST: Dave Hussey, Company3