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.
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