ATLANTA Luckie & Co. is launching a new television campaign for Express Oil Change and Service Centers next week that will introduce Otis, an opossum, as the company's spokescharacter, the shop said.
"In a category where we are outnumbered and outspent, our goal was to find a way to break through the clutter and the obvious choice was with an opossum," said Brad White, the independent Birmingham, Ala., shop's executive creative director. "An opossum spends more time on the road than most people."
Guyton Mundy of Creative Eyes Design in Orlando, Fla., created the opossum puppet. Mundy also creates puppets for productions at Disney World in Orlando. Billy Horne, a puppeteer at Disney World, operates Otis.
The work includes a 60-second music video featuring Otis and the Express Oil team singing "Change My Oil Today." The song was provided by Simply Weasels, a band that also produces music for the National Public Radio program Car Talk.
Three 30-second spots illustrate the trust Otis has for the company's technicians who work on his 1999 Pontiac Grand Am. The ads will air on local TV stations in Birmingham and Huntsville, Ala., beginning May 9.
"We think Otis is a great way to create buzz and capture the consumer's attention," said Ricky Brooks, chief executive of Express Oil Change. "This campaign is a friendly, approachable, honest and fun while still driving home our key messages of our highly trained employees providing the highest level of customer service."
Express Oil Change and Service Centers of Birmingham, Ala., operates 149 locations in Alabama, Georgia, Tennessee, Mississippi, North Carolina, South Carolina and Florida.
Campaign spending is undisclosed.