Jan 7, 2010

Castrol | Ronaldo | Global

As one of the official sponsors of the 2010 FIFA World Cup in South Africa, Castrol has launched a global campaign developed by Ogilvy & Mather Singapore that features football megastar Cristiano Ronaldo.

Castrol | Ronaldo | Global
According to Ogilvy, Castrol has the power to allow motorbikes to “change pace, outmaneuver traffic, accelerate faster and respond quicker when situations occur.”

The testosterone-filled creative for motorcycle oil Castrol Power1 is directed by famous sci-fi Paul W S Anderson, who's works includes Resident Evil and Aliens vs. Predators.

Ogilvy is targeting “experiencers” in this ad, which are described as adventurous, masculine and are willing to spend on a premium price to maximise the performance of their vehicles. The objective is to put the consumers in control and change the course of “their games”.

"The challenge was to find an idea that would work just as well in rural Vietnam as in Madrid that distinctly different bikers could buy into," said creative director Kevin Geeves at Ogilvy.

The campaign will also run in print, online and in-store advertisements. Asian countries that will have the heaviest focus includes Indonesia, Vietnam, Thailand and India.

Project Ronaldo
Client Castrol
Creative agency Ogilvy & Mather, Singapore
Creative director Kevin Geeves
Copywriter Justin White
Account servicing Madeline Chan, Lin Ong
Production company The Mob Film Company, UK
Directors Paul W S Anderson, Vadim Jean
Producer Wan Shafie
Post-production companies Topicfx Toronto, Traffik Edit
Audio Mr X Toronto
Exposure Television, print, online, in-store

Related Articles

Just Published

9 hours ago

Adidas displays Rick-and-Morty-style inflatable ...

To mark the release of the Adidas X Speedportal boots, giant inflatable heads of Mo Salah and Vivianne Miedema can be seen floating across London.

9 hours ago

Will brands ‘trade down’, financially, to PR as ...

With the Bank of England predicting that we will soon enter a recession, the UK waits nervously, but there is hope that, among the chaos, the consumer PR industry will be afforded a new opportunity to shine.

9 hours ago

Do brands have a place on a social platform that ...

Social network Hey You reminds you to call your loved ones once a week, then fades into the background, leaning into a trend of desire for more authenticity on social media.

2 days ago

Dentsu continues strong growth trajectory in Q2

The network's Customer Transformation & Technology division grew 22.25%, powering overall gains for a second straight quarter. Protracted sale of the Russian business dilutes net gains.