Valvoline Gets TLC Treatment

The focus is on service in Doe-Anderson’s new campaign for The Valvoline Company’s “Do-It-for-Me” business segment.

How to tell if a service technician cares marks the creative effort of the Louisville, Ky., agency. In three warmly lit, 10-second television spots, close-ups focus on efficient mechanics ab-sorbed in their work. The camera trains on the men’s names embroidered on their shirts. “Ted” evolves into “trusted,” Ed changes to “dedicated” and Bill becomes “reliabill.” The lens shifts gradually to the stitched Valvoline V patch. Tagline: “Look for the V. It shows they know.”

The campaign budget is undisclosed. Valvoline’s overall 1999 ad expenditures, which include “Do-It-for-Me” and “Do-It-Yourself”segments as well as national branding, totaled $30 million in 1999, according to Competitive Media Reporting.

Created by art director Jon Leon and copywriter Joe Parrish, the TV campaign, which tested on network affiliates in Cleveland, St. Louis and Grand Rapids, Mich., breaks this month. The effort also includes radio, print, outdoor and collateral components.

Initially, the campaign targets independent automotive specialists. More than half of Valvoline’s instant oil change centers are owned by the corporation. The remainder includes franchises, dealerships, and independent quick lube facilities and garages, which decide whether to buy the commercials or not.

“We had to make the spots generic enough so that when we went to the dealer tag, the viewer would see the whole piece as a commercial for the local advertiser and not just for Valvoline,” said chief creative officer Jim White.

Doe-Anderson captured the account of the Lexington, Ky.-based client’s instant oil change unit in 1997 from Meridian Communications, also located in Lexington.The shop won the Do-It-for-Me segment last October without a review when Valvoline restructured its service offerings.

Previously, advertising for the growing Do-It-for-Me segment, which includes repair garages, quick lube chains and Express Care operators, was handled by various local agencies and Lowe Lintas & Partners Worldwide in New York. Lowe Lintas continues to handle the company’s national branding as well as advertising for theDo-It-Yourself unit.