Does it help to make the competition look like idiots?
BBDO in Houston attempts just that in a new ad for Texaco Xpress Lube. The 30-second TV spot shows attendants at a nameless service station poking toothpicks up their noses, using lunch boxes as puppets and staring dully into space as they wait for customers.
When a car finally arrives, an attendant walks backwards, directing the vehicle into the service bay. He goes so far back that he falls into the oil change pit.
The voiceover continues in a similar vein: "Texaco Xpress Lube: It's 15-point service for people that can count that high."
"We want to make people think about where they take their cars and not just make an automatic decision," said BBDO senior vice president and executive creative director Pat Cunningham. "Someone could really screw it up. They should get it done right."
The spot began airing this month in the client's corporate-run and franchise markets in the Southwest and Midwest.
The commercial is the first television effort in several years for Xpress Lube. The 750-unit, Houston-based automotive service chain has focused its recent advertising in print and radio.
The new spot was shot in Houston by director Steve Burrows of Backyard Productions.
Spending for the campaign is undisclosed.
BBDO also creates advertising for Texaco's gasoline, Havoline petroleum products and StarMart convenience stores.