Developed by Y&R Singapore, the campaign moves slightly away from the concept of previous campaigns that highlighted the function of Caltex’s patented additive Techron in keeping vehicle engines clean.
The campaign extends across TV, online, print, outdoor and in-station and was launched across the Asia-Pacific region from 1 October. There are four TV spots to demonstrate different benefits of the fuel, as the red Caltex car triumphs over another vehicle in a number of humorous situations, helping its occupants ‘Enjoy the Journey’.
Brian Fisher, brand manager at Caltex, noted that last year’s campaign was on ‘clean’ while this year’s campaign takes ‘clean’ to the next stage.
“This ad campaign takes Techron to the wider market so that everyone can enjoy the benefits of using it in their engine, demonstrating Techron’s many benefits in an amusing and entertaining way,” he added.
Demonstrating performance reliability is a spot called ‘Monkey’ (above), which sees a peaceful monkey sanctuary disturbed by an obnoxious sightseer. Our blameless hero and heroine make a hasty escape thanks to Caltex with Techron, as the visitor is let down by his fuel and incurs the revenge of an irate troop of monkeys.
Maximised power is illustrated by ‘Old Lady’, in which a little white-haired lady is ‘cut up’ by a wise-guy, whom she subsequently leaves stunned in her wake with her superb acceleration from the traffic lights.
Other spots include ‘Angel’ which highlights the benefit of lower emissions, and ‘Sports Fans’, which focuses on better fuel economy.
“The campaign delivers rational benefits in an emotionally engaging way," said Farrokh Madon, chief creative officer at Y&R Singapore. "It takes Caltex down an interesting road in its brand journey.”
Agency Y&R Singapore
Client brand managers Brian Fisher, Dorothy Cheong
Chief creative officer Farrokh Madon
Creative director Jon Loke
Art director Katherine Khor
Copywriter Colin Koh
Regional brand director Pauline See
Agency film producer Charmaine Wong
Film director Barney Chua
Production company Mojo Films (Kuala Lumpur Malaysia)
Production company producer Keng H Poo
Post production Spice Shop (Bangkok, Thailand)