Branding Change for Jiffy Lube

DALLAS–McCarthy Mambro Bertino has rebranded Jiffy Lube as “The well-oiled machine” in its first work for the client.

Franchisees of the Houston-based automotive service chain received a television spot this week that shows workers moving in syncopated rhythm around a customer’s car. The spin of a wrench starts a catchy beat that is punctuated by perfectly timed administrations of air and oil. A voiceover concludes, “If you want your car to run like a well-oiled machine, take it to the place that works like one.”

The positioning of Jiffy Lube as “The well-oiled machine” is the same platform which won the $18 million account for the recently formed Boston shop this spring. Radio spots are running this week, while TV commercials are expected to roll out nationally this month.