The TV and radio blitz broke last week. Six 30-second TV spots are running in 22 markets. Three with the theme "Amoco Cafe" were shot in a diner and run in 11 markets; the others, dubbed "Torch songs and love stories," will run in the remaining markets.
A pair of similar 60-second radio ads are in 44 markets.
The advertising focuses on consumers who really care about their cars and the gasoline they use, said Jerry Conner, exec VP-account director at Burnett.
Ads for Amoco's Silver gasoline brand will break in a few months.
Amoco awarded its estimated $30 million account to Burnett in early March, after Amoco and Campbell-Ewald, Warren, Mich., ended their yearlong relationship, citing "strategic creative differences."
Amoco executives disagreed with research from both Campbell-Ewald and an outside consultant that consumers didn't recognize Amoco's various gasoline brands, according to a Campbell-Ewald executive who asked not to be named.
"They still wanted to do crystal-clear gasoline ads," he said.
Bill Robertson, brand VP at Amoco, wasn't available for comment.