RPA recently debuted a new campaign for recently-won client ARCO, following Tesoro’s purchase of ARCO from BP.
The campaign celebrates ARCO’s “top tier” designation, as its gasoline “exceeds EPA minimum detergent requirements to help clean engines and maintain optimal vehicle performance.” To highlight the benefits of treating your car right with ARCO gasoline, RPA chose to show some of the ways mistreat their vehicles in a series of four 30-second broadcast spots.
The light-hearted approach works best in “Treat” (featured above), when a woman decides “If top-tier gas at ARCO helps clean my engine, maybe I should clean the rest of my car.” She then imagines all the hard work inherent in undoing the neglect, including some pretty gross tasks, before tossing an empty coffee cup in the backseat and deciding “I’ll do that another time.”
Other spots in the campaign take a similar approach, with “Embarassing” focusing on some of the moments your car shouldn’t have to witness and “Mishap” taking on minor vehicular abuse. “Try It” changes things up, focusing instead on a couple’s misguided decision to go somewhere other than ARCO for gas. Each spot ends with the tagline, ““Your car puts up with a lot. Help protect it from harmful engine deposits. ARCO has quality TOP TIER® gas for less.” emphasizing ARCO’s quality and top tier designation. The campaign began last month with one broadcast spot and an outdoor component, and currently supports the four broadcast spots with online and radio elements, as well as a revamped website.
“We have a long history working on the ARCO brand, and appreciate the challenges of the competitive motor-fuel category,” said RPA EVP, Management Account Director Tom Kirk. “The agency’s goal is to further support ARCO’s brand positioning, and this new work focuses on ARCO’s holistic value proposition around product quality and affordability.”
Credits:
Agency: RPA
EVP/CCO: Joe Baratelli
SVP/GCD: Pat Mendelson
ACD: Stephen Chow
Sr. AD: Steve Chow
Sr. AD: Kelly Fitzpatrick
Sr. CW: Aida Roman
Jr. CW: Michael Chen
Agency Chief Production Officer: Gary Paticoff
Agency Executive Producer: Selena Pizarro
Agency Producer: Whitney Young
Project Manager: David Price
Production Artist: Tina Thomas
Production: Tool of North America
Director: Tom Routson
DP: John Lindley
Executive Producer: Lori Stonebraker
Head of Production: Amy DeLossa
Line Producer: Nadine Brown
Production Supervisor: Allison Heath
Production Designer: Tom Wilkins
Editorial Company: Cut+Run
Editor: Steve Gandolfi
Managing Director: Michelle Eskin
EP: Carr Schilling
Head of Production: Amburr Farls
Assistant Editor: Sean Stender
Visual Effects: Cut+Run
Creative Director: David Parker
Flame Artist: Shauna Prescott
Flame Assist: Jorge Tanaka
Producer: Liz Lydecker
Title Design: Laundry!
Creative Director: Anthony Liu
Executive Producer: Michael Bennett
Producer: Kirsten Collabolletta
Art Director/Designer: Anthony Maiuri
Animation: Will Salas
Telecine Company: Company3
Artist: Stefan Sonnenfeld
Executive Producer: Rhubie Jovanov
Audio Post Company: Lime Studios
Audio Post Mixer: Loren Silber/Dave Wagg
Music Company: Asche & Spencer
Executive Producer: Matt Locher