Rubin Postaer and Associates has launched a regional TV campaign for Arco gasoline that features riding lawn mower and car audio enthusiasts.
What's the connection? Both share a passion for quality and bargain pricing, said Jim Real, a senior writer at the Santa Monica, Calif., agency.
"These people look for deals on quality things," Real said, "and that's why each one of these spots is set up with people indulging their passions, whether it's a lawn mower or car audio."
RPA, which has been handling the account of the Los Angeles-based client for four years, didn't take any chances with casting, choosing to hire actors who are actually enthusiasts in their particular realm.
In one 30-second spot, a gray-haired man relates his love for mowing equipment and his history of purchases, including a prized John Deere riding mower. Early in the ad he is shown cutting the grass and sharing his insights on quality gasoline. "I look for quality in my machines--and in my fuel," he says as he pumps gas directly into his riding mower at an Arco station.
In the second ad, a young man explains his obsession with car audio systems with anecdotes that again stress quality and value. "I'm pretty picky about what I put in my car," he says.
The tagline for the ads remains, "No better gas. No better deal." The spots are airing in Western states including California and Washington.
The creative team on Arco at RPA also includes evp/director of creative services Larry Postaer; svps/creative directors Wendi Knox and Mark Erwin; and senior art director Chuck Blackwell.
Initiative Media North America in Los Angeles handles media buying for the estimated $15 million account.