Texaco launched its first-ever branding campaign over the weekend during the U.S. Open on CBS. Actor Paul Newman is the voice-over on all four spots, one with a jingle. BBDO
Worldwide, New York, uses fast-moving images of Texaco employees around the world playing off the new tag, "Texaco. A world of energy." Texaco will spend $30 million on the 16-month push, which will include magazine ads, as well as print and radio from diversity shops Uniworld, New York, and KJS Marketing, San Antonio.