Targeted at both motorcyclists and the trade, the TVC features a race between a regular 150cc motorbike and a cheetah, the fastest land animal. It was shot in South Africa at the Kyalami race track.
The new TVC has been launched in Indonesia and Vietnam and will be released shortly in Thailand.
Elaine Tai, global motorcycle oil space manager at Castrol, noted that the new TVC is part of a 360 campaign through which the company aims to bring alive the thrill of the ride experience to its target consumers.
“The TVC’s idea of the race between Castrol Power 1 and a cheetah is simple, yet powerful. The key message of Castrol Power 1, delivering superior acceleration, is communicated in an engaging and exciting way,” she added.
Other marketing activities of the campaign are now under planning and will be rolled out in the next six months.
Kevin Geeves, regional creative partner at Ogilvy & Mather Singapore, said, “Being a global campaign we needed a simple, dramatic idea to highlight Power 1’s ‘superior power to the back wheel’ benefit. Bike versus Cheetah was that idea. And we will see that run in multiple markets, be dramatic and work well everywhere.”
Creative Kevin Geeves, regional creative partner
Account servicing Madeline Chan, Chua Bee Ping
Producer James Brook-Partridge