Back in March, JWT Atlanta debuted “Joyride Circuit” for Pennzoil, promising the digital spot was part one in a three part series.
Like its predecessor, “Joyride Baja” is aimed squarely at the automotive geek. Only while “Joyride Circuit” was catnip for Ferrari fanatics, “Joyride Baja” is more for the offroading enthusiast. The spot features the Jeep Wrangler Rubicon taking on the blistering heat of the Mexican desert, courtesy of precision driver Rhys Millen, to show that Pennzoil can handle such extreme conditions.
While displaying some truly impressive driving, Millen raises engine temperatures to over 200 degrees in the 130 degree heat. It’s an impressive display, tying the onscreen action to product benefits more convincingly than its predecessor. The three minute runtime is a tad excessive, though, especially considering that Millen doesn’t even enter the car until around the 60-second mark.
Production in such conditions presented its fair share of challenges, requiring “a one-of-a-kind Ford Raptor Pursuit Systems vehicle a retrofitted Polaris RZR buggy, a GoPro Freedom 360 Explorer Rig and an Octocopter drone to take the viewer along for a 4×4 joyride.” Check out the behind-the-scenes footage below to learn more.
“It’s critical for a motor oil to perform at extreme temperatures,” explained Fernando Morales, campaign lead, Pennzoil. “We want people to understand that if the motor oil can perform under harsh conditions like this, it’s going to perform even better when you’re at home.”
Wait, at home?
AGENCY: J. Walter Thompson Atlanta
Executive Creative Director: Jeremy Jones
Group Creative Director: Dustin Tamilio
Associate Creative Directors: Derek Kirkman, Troy Leyenaar, Daniel Prado
Account Director: Erin McGivney
Producer: Daryll Merchant
PRODUCTION COMPANY: Lemonade Films
Director: Ozan Biron
Producer: Trevor Cawood
Executive Producer: Ted Herman
Production Supervisor: Philip Fyfe
EDITORIAL: Cycle Media
Editor: Matthew Griffiths
VISUAL EFFECTS: The Embassy
VFX Supervisor: David Casey
SOUND DESIGN: Source Sound Inc. LA
Sound Supervisor & Mixer: Charles Deenen
Sound Recordists: John Fasal, Travis Pratert, Charles Deenen
Sound Designers: Csaba Wagner
Sound Editing: Braden Parkes
ORIGINAL MUSIC: Generdyn Music
Composer: Joshua Crispin
Colorist: Dave Hussey, Company 3
SERVICE COMPANY: Tonic Films
Exec Producer: Susie Neill
Producer: Victor Albarran
CONTENT PRODUCTION TEAM: Grain & Glass
Director: Michael Nielsen
Editor: Dan Luce
Producer: Joey Fisher