DETROIT Fram launches a new $7 million campaign on Monday with a TV spot for its new AirHog high-performance oil filter.
The TV and print campaign from McCann-Erickson in Detroit is aimed at the high-performance and do-it-yourself markets. The "Hogging the Road" spot will air on ESPN, The History Channel and Spike TV, among others. Print ads are appearing in the May issues of magazines such as Hot Rod, Road & Track, Motor Trend and Car & Driver.
The ads depict an athletic, high-energy animated pig "hogging" all the air in a vehicle's engine to create more airflow, horsepower and acceleration. The campaign tagline is "Fram. Hog the road."
"Creating the AirHog character represents the product perfectly and allows Fram to generate a buzz while reaching a broad age group," said Brian Holliday, vice president of the Danbury, Conn., company, in a statement. "AirHog has style and attitude—he's one tough pig."