CHICAGO Fram repositions its Tough Guard oil filters in a new advertising campaign from McCann-Erickson.
The commercial from the Detroit agency, which launched this week, is a parody of a monster truck rally with crowds cheering. Titled "Sunday, Sunday, Sunday," the spot introduces a new "Fram. Do you drive tough?" tagline and is designed to boost sales of the Danbury, Conn., company's Tough Guard line.
The campaign, aimed at 25-54-year-old male racecar enthusiasts, will appear during select Nascar events and automotive-related telecasts on Fox Sports Net, Speed Channel and FX. The ad will also run during other sports programs.
The ad shows the extremes of everyday driving routines. For example, a driver wearing a crash helmet tries to sip his coffee and hits his head as he abruptly stops to avoid a car in front of him. That scene fades to a truck driver attempting to tow a piano up a small ramp.
Campaign spending was not disclosed.
Fram is a unit of Honeywell Consumer Products Group, which manufactures and markets Prestone antifreeze, Autolite spark plugs and ignition wire sets, and Holts car care products.