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Auto filter provider Fram will launch a nationwide TV campaign in April to bring the brand, rather than specific products, to the fore.
The lighthearted effort will portray grease spots as badges of honor among car-savvy men and try to forge a bond between the company and its mainly male target audience.
Four 15-second spots crafted by Arnold Worldwide, Boston, show husbands leaving grease stains on sandwiches, counters and sinks after changing their car’s oil filter.
The tagline is, “Nothing feels better than a job well done, and nothing helps you do the job better than Fram.”
Jim Brown, director of marketing at Fram, a Danbury, Conn.-based
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