Branding Change for Jiffy Lube

McCarthy Mambro Bertino has rebranded Jiffy Lube as “The well-oiled machine” in its first work for the client.

Franchisees of the Houston- based automotive service chain received a television spot last week that shows workers moving in syncopated rhythm around a customer’s car. The spin of a wrench starts a catchy beat that is punctuated by perfectly timed administrations of air and oil.

A voiceover concludes, “If you want your car to run like a well-oiled machine, take it to the place that works like one.”

Sound, which is key to the TV commercial, was handled by Jeff Elmassian, who helped create the award-winning Nike spot blending bouncing basketballs with squeaking athletic shoes.

The positioning of Jiffy Lube as “The well-oiled machine” is the same platform which won the business for the recently formed Boston shop this spring. MMB vied against a host of better known competitors, including finalist Foote, Cone & Belding of New York.

MMB account director Mike Wilmot said the theme was chosen for its versatility in both internal use and external communications.

“It’s a very flexible positioning for us; we can take it in so many different directions,” said Wilmot.

The ads, particularly several of the radio spots which broke last week, take a jab at car dealers as well.

“We did see their biggest opportunity was in the perception by consumers that they might not have the expertise that theyhave at dealers—amisperception in-stilled by dealers,” said Wilmot. “We wanted to elevate the perception of Jiffy Lube, their employees and services.”

Not to overlook the value of a pun, the radio commercials all employ the hit song “A Change (Would Do You Good),” by Sheryl Crow. Other media elements of the advertising campaign include outdoor, direct mail and point-of-purchase.

Jiffy Lube’s annual ad budget is estimated at $18 million.