Jiffy Lube Refines Its Direction

McCarthy Mambro Ber tino is preparing a campaign designed to assure consumers who don’t know much about cars that they can still keep their vehicles in great shape—by getting to “know the pros” at Jiffy Lube.

“We needed to start humanizing Jiffy Lube and take a look at the people who come in,” said Anne Tawny, senior vp of marketing at the Houston-based automotive-service chain. “We gave people permission to say they [aren’t experts] on cars and that’s OK.”

Jiffy Lube’s annual ad spending is approximately $20 million, according to CMR.

One spot, titled “Engine,” shows two thirtysomething men checking under the hood of a car.