RCO gasoline is getting a lot of mileage out of a pair of quirky TV spots from Rubin Postaer and Associates in Santa Monica, Calif.

One of the ads, which aims to convince consumers that ARCO’s gas is as good as its competitors despite its lower price, jokingly encourages drivers who feel they are not paying enough to send a check to the ARCO bowling team. So far, the firm has received more than $74 in pledges. (All of the money has been returned because ARCO is a for-profit company.)

Another ad that prompts the public to telephone a toll-free number for an inspirational paperweight that reads, ‘I deserve to pay less,’ has tallied more than 3,500 callers.

Many of the respondents have joined in the tongue-in-cheek spirit of the campaign. Wrote one viewer: ‘Thank you ever so much for coming up with a viable way for me to ease the guilt of paying less for my gasoline purchases.’

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED