Castrol is taking a creative idea from China to 18 markets across the world, as it attempts to reposition the brand on a more emotional platform.
The 'Green Road' TVC was initially conceived by Ogilvy & Mather Shanghai, before being developed into a multi-market drive by Ogilvy's Singapore office. According to BP Asia-Pacific lubricants regional marketing director Vijay Santhanam, the rollout reflects the brand's willingness to experiment with creative development across borders.
"It doesn't have anything specific to English humour, or Japanese culture, but it is something that our consumers in any country can relate and respond to," explained Santhanam. "We are certainly moving away from a situation where every single market makes its own advertising, to a situation where our ideas can travel."
The TVC is running in China, Malaysia, Thailand, Indonesia, the Philippines, Australia and Japan; before rolling out to include the Middle East. Santhanam added that other global regions remained possible but were not currently planned.
The spot itself depicts Castrol's contribution to history as a "partner of innovation and progress", in Santhanam's words. It includes historical footage of such events as the first flight across the Atlantic, which Castrol has contributed to.
"It was really to put Castrol on the map, as a brand with a lot of heritage and innovation," said Ogilvy regional creative partner Kevin Geeves. "As with a lot of companies, they were looking to find commonalities."
The spot follows the start of Castrol's repositioning earlier around a new look and feel, and a line that emphasises liquid engineering rather than just lubricants.
Castrol exports creative
Energy brand to share Ogilvy China-developed creative idea across 18 markets
