Developed by Leo Burnett Kreasindo, the two TVCs target people who love driving, with the promise of a smooth journey. In one spot, a detective is in a high-speed car chase across Jakarta in pursuit of a crook. But the villain manages to get away even after being cornered in a dead end, because the officer, who is enjoying the drive so much since his vehicle is fuelled with Agip oil, wants to continue the chase.
Burnett Kreasindo associate creative director Randy Rinaldi said: " We wanted to tap into the fact that those who are passionate about driving never want the experience to end."
He added that the strategy deviated from the norm, which tended to demonstrate rational product benefits.