Doe-Anderson Tries Branding In 10 Seconds

Doe-Anderson this week takes the unusual approach of launching a branding campaign based on 10-second TV spots.
The Louisville, Ky., agency’s first work for the 500-unit Valvoline Instant Oil Change chain positions the company’s employees as passionate car lovers, ties to the brand equity of the Valvoline oil brand and introduces a new tagline, “Cars. We know ’em. We love ’em.”
That’s a tall order for a 10-second spot, concedes Gary Sloboda, Doe-Anderson’s senior vice president and creative director.
“Normally, you’re not thinking 10-second spots when you’re planning a branding effort,” Sloboda said.