TBWA\C\D Keeps Motors Running for Pennzoil

LOS ANGELES The third in a series of engine-personifying Pennzoil spots from Omnicom's TBWA\Chiat\Day breaks today, the agency confirmed.The new work continues to woo two consumers at once, said Gary Pascoe, co-creative director with John Payne at the Playa del Rey, Calif., shop. "What's cool about the category is the two different target markets, the mechanics and the disengaged soccer moms," said Pascoe. "What we represent as engines is very legitimate and detailed, but the story appeals to people who don't care about that at all."In the 30-second "Break-In" spot, a cop investigates what appears to be the nighttime burglary of an auto supply store. As he follows a trail of empty Pennzoil quart containers, his flashlight catches an engine greedily chugging one. The engine races out the door, followed quickly by a lawn-mower-size motor. The ad concludes with a graphic illustrating "time-released molecules" and the tagline, "Not just oil, Pennzoil.""Oil is low-interest commodity. The convention, or what we call the 'oil quagmire,' is proving that your oil is best," said Payne. "That's what they've been doing since the beginning. We want to turn Pennzoil into the iconic brand, bring it a little more to the top of mind, by using humor. We save the serious comparisons, the viscosity, et cetera, for in-store and online."Pascoe and Payne said it is important that the campaign remain thematic and not change communications constantly. They envision rolling out additional spots with engines of different sizes and types (including a marine version), assigning each a different personality based on its application."Obviously, the big guy here is from a muscle car," said Payne, "and they break into the store as frat boys might go after beer. The little one is the easily influenced punk that tags along, then later rats out his buddies.""We hold ourselves militantly to a set of rules," added Pascoe. "Apart from all craving Pennzoil, the engines can be mischievous, wired, warn out, tired or revolt. But we don't want it to get too cute, corny or silly. That's why the engines need to look realistic, and we never see them talking."Harvest's Baker Smith directed the spot, with computer-generated effects by Digital Domain. "Break In" will be followed in May by "Rejection," a 30-second spot in which a vintage engine, getting an oil fill from its owner, upchucks a conventional brand on the man's shoes before skittering off to get Pennzoil for older motors. That theme is reinforced by two of three new print ads running through the spring and summer, which show the product being administered by a nurse or in an IV drip. A third print piece for boating magazines depicts Pennzoil's marine oil bottle as a boat trailing a fishing lure.Pennzoil spent $15 million on advertising in 2003, per TNS Media Intelligence/CMR.

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TBWA\C\D Keeps Motors Running for Pennzoil

Gregory Solman

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Gregory Solman