BBDO ‘Adds More Life’ to Texaco

BBDO in New York and Houston has launched the first television work for Texaco’s Havoline Formula3 motor oil since winning the business newly two years ago.
BBDO’s New York staff is handling the creative side, with help from American Bandstand icon Dick Clark, while the Houston office is responsible for the strategy behind the new effort.
Billings for the campaign were undisclosed. Texaco’s marketing support behind the brand has dwindled in recent years, from $8.6 million in 1996 to $1.5 million 1998. Client marketing officials in Houston could not be reached for comment.
Two 30-second spots with Clark have been airing on Nascar events on CBS and cable TV. Agency officials would not comment on the scheduled media plan, beyond the fact the spots will air nationally on network TV and select cable channels.
“Add more life to your car” is the tagline.
In the ad with Clark, the ageless music host greets a doorman while leaving his apartment building. The sequence is repeated, as the doorman grows into old age while Clark and his car seem to maintain their appearance. “Amazing. That car never ages,” the doorman says in the commercial’s kicker.
In another spot, a fictional heavy metal trio is featured brushing past fans into a black van. The van, which uses Havoline, retains its vitality year after year as the aging rockers find a smaller (and slower) gamut of fans to shuffle past.