Tenneco Breaks Branding Campaign

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Tenneco: Imagine a world without shock absorbers.
If Tenneco Automotive doesn't sound familiar to you, you're not alone. That's why the company launched its first branding campaign on Monday, based on the tag: "Our Mission Is Go." Tenneco's automotive unit -- which manufactures Monroe shock absorbers -- was spun off from the company's packaging business as an independent company, and an independent stock, in 1999. In two new spots, the company aims to draw attention to all of this, and to what it actually does. In one, the financial pages come to life as Tenneco's stock symbol -- TEN -- becomes a tunnel through which other automotive stocks must pass. In a second, very catchy spot, we see how bumpy the world would be without shock absorbers.

Shot by Neue Sentimental director Charlie Watson via Sydney's Independent Films, the campaign also marks the first national broadcast campaign from Red Phone Advertising. Founded as a consultancy by former Auto Week editor George Levy, Red Phone has lately become a boutique featuring a roster of ex-Doner creatives, including creative directors Bryan McPeak and Jerry Preyss, who spearheaded the Tenneco campaign. "We've been very fortunate," says Levy. "We've got a great collection of people."

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