A&L Redefines Tenneco

Anderson & Lembke in January will break a corporate image campaign repositioning Tenneco, its first work for the client since winning the estimated $30 million ad account in July.
The new advertising will position the automotive and packaging product maker as a supplier of essential but unsung products necessary for modern life.
Three 15-second TV spots, which are in production, will all pose a one-word question. One, “Drive?,” features a woman leaving her house, going into a garage, getting into her car and starting up the engine. The voiceover lists facts such as, “11 of out of 15 top-selling cars in the world contain Tenneco parts.” The answer to the question is provided by the new theme, “You’ve already bought Tenneco,” said John Athorn, the New York shop’s managing director. The new tagline is: “Parts of everyday life.”
Another spot, which asks, “Eat?,” will be shot from the point of view of a person picking food from a take-out container. A third, “Shop?,” marries the automotive and packaging sides of Tenneco’s business. It will show a person leaving a supermarket with bags of shopping and then loading them into a car. The spots will break on cable TV business shows.
Five print ads will run in business publications.
Tenneco’s previous shop, Brouillard Communications, New York, positioned the Greenwich, Conn., client as a solid shareholder investment. Print ads stated, “Be the ripple. Or the stone.” The tag: “Action creates opportunities.”
The company is facing stiff competition from Eaton Corp. and Georgia Pacific, according to industry reports.
Tenneco spent $15 million on ads in the first eight months of 1997, according to Competitive Media Reporting.