ATLANTA Inspired do-it-yourselfers spout rhymes to their Purolator oil filters in a new television campaign from The Buntin Group.
The Nashville, Tenn., agency this week broke three 30-second spots that use customers, not actors, to tout the brand's efficiency.
According to the agency, the "Pure performances" campaign is the result of a strategy developed to reconnect the Purolator brand with its namesake filter.
"We want to continue to position Purolator as the brand of choice," said client director of marketing Tom Hannon. "It is a contemporary way to focus on the equities that define the brand and the filter's name."
Each ad shows a man positioned in front of a theatrical backdrop painted to look like a garage or driveway. The DIYers deliver lines such as "Every time I put that filter on my ride, dirt, sludge and grime got no place to hide."
"We wanted to grab attention," said agency group creative director Jeffrey Buntin Jr. "Having something completely unexpected come out of the mouths and hearts of these real DIYers would do that."
Buntin said the effort is intended to forge a personal connection with consumers in what is a highly rational category.
The spots will air on ESPN, ESPN2, Fox Sports Net and other regional sports networks.
Purolator is a unit of ArvinMeritor in Troy, Mich.