Jiffy Lube Aims for Heroics With Debut of 'J-Team'

Jiffy Lube, attempting to increase its lead in the quick-service arena against encroachment from Wal-Mart and others, emphasizes customer service in a campaign that breaks Thursday.

The work, from McCarthy Mambro Bertino in Boston, positions Jiffy Lube employees as members of a quasiheroic “J-Team,” a play on the ’80s A-Team TV series.

“The J-Team is a cross between the Navy SEALs and the A-team, ” said Fred Bertino, shop president and co-creative director, who noted that each team member has a name that begins with “J” (Jack, Joe, Julie and J.J.),

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