BOSTON Jiffy Lube is breaking a new TV campaign this week via McCarthy Mambro Bertino here.
The new executions broaden the Houston-based company’s previous strategy that mainly highlighted its quick oil changes. The new effort positions Jiffy Lube as the place to go for all preventative car maintenance without losing the convenience of speed, said Fred Bertino, president and co-creative director at the agency.
The client spends $15 million annually on ads, per Nielsen Monitor-Plus.
“Time-pressed drivers expect ultra-convenient, comprehensive car care,” said Lisa Carlson, global director of marketing at Jiffy Lube. “They want choices, they want top-quality service and they want everything taken care of all at once.”
“The Sign” shows two men in a cherry picker adding numerous signs describing all of Jiffy Lube’s services to one that reads “Oil Change.” Another spot, “Who Are You?” tells the story of a father and his teenage daughter. The father does not believe that his daughter has managed to take the car to Jiffy Lube and get their car a full check-up. As the daughter leaves the room, dad scratches his head and asks, “Who are you?”
The ads retain the tagline, “Well-oiled machine,” which was introduced by MMB in 2001.
MMB’s client roster includes Atari, ESPN, Meow Mix and Subway.
MMB Breaks TV Push for Jiffy Lube
