Hampel/Stefanides embraces a testosterone-infused attitude in its first print effort for Castrol Syntec synthetic motor oil.
The new ads (shown here) pick up where the shop's 1998 TV campaign--which featured an animated Spider-Man smashing The Punisher and footage of a Navy pilot shooting down enemy planes--left off. They use headlines such as "Harmful particles can run, but they can't hide" and "An oil that not only defends, it attacks."
"These ads grab people by the collar and get in their face," said Dean Stefanides, partner/creative director.
Hampel/Stefanides chose print for this go-round to attract the do-it-yourselfers who read car enthusiast titles and sports books such as ESPN The Magazine. Ads are copy- and content-heavy to provide information to a demographic that just wants facts, Stefanides said. They use the tag introduced last year: "The active lubricant."
Castrol spent $14 million on Syntec ads through October 1998, per Competitive Media Reporting. --Justin Dini