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NEW YORK ExxonMobil has tapped the Documentary Channel to produce a long-form integrated marketing pitch for its Mobil 1 synthetic motor-oil brand.
As part of a four-month media buy, the network is rolling out Speed Dreams, an original film that examines the professional successes of Formula One world champion Lewis Hamilton of McLaren Automotive, Porsche factory GT driver Wolf Henzler and drag racing specialist Jason Whitfield of Whitfield Racing.
In the course of the 24-minute documentary, each subject discusses how scientific breakthroughs in the development of synthetic motor oils have helped improve his performance on the track.
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