Engines Hit the Road for Pennzoil

NEW YORK Engines race, but not in the usual way, in a new television campaign from Pennzoil.

The effort, the first from Omnicom’s TBWA\Chiat\Day in Playa del Rey, Calif., builds on the Shell brand’s positioning. While sibling Quaker State is aimed at gearheads, Pennzoil is targeted at more typical drivers.

The spot opens with a cat on a car hood casually licking its paw. Suddenly the hood bursts open, the cat goes flying, the car’s engine leaps from under the hood and takes off down the street, sans sheet metal.

Two other engines burst through a pair of closed garage doors, and follow the first. Soon a parade of engines of various sizes is traveling down the road. The engines then converge at a Pennzoil truck, where an astonished deliveryman freezes as he unloads a shipment of motor oil. The voiceover says, “Give your engine what it wants. Not just oil, Pennzoil.” Tagline: “We’re driving protection.”

Steve Hanson, vice president of marketing for Pennzoil, said the commercial targeting everyday drivers would be followed next month with a similar spot promoting a new Pennzoil product.

Spending for the campaign was not available. Houston-based Pennzoil spent $22 million on measured media last year, per TNS Media Intelligence/CMR.

TBWA\Chiat\Day won the account following a review in April; Omnicom’s GSD&M in Austin, Texas, previously handled ad duties.