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CHICAGO Fram repositions its Tough Guard oil filters in a new advertising campaign from McCann-Erickson.
The commercial from the Detroit agency, which launched this week, is a parody of a monster truck rally with crowds cheering. Titled “Sunday, Sunday, Sunday,” the spot introduces a new “Fram. Do you drive tough?” tagline and is designed to boost sales of the Danbury, Conn., company’s Tough Guard line.
The campaign, aimed at 25-54-year-old male racecar enthusiasts, will appear during select Nascar events and automotive-related telecasts on Fox Sports Net, Speed Channel and FX.
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