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By Published on .

Jiffy Lube International will spend an estimated $25 million beginning in January for new advertising that touts its experience as a national chain.

Four new 30-second spots from Smith Advertising, Kansas City, Mo., feature the "All across America" theme and jingle introduced this year. The new ads show various urban or rural scenes and friendly Jiffy Lube technicians.


"We're showing that taking your car in for an oil change can be a happy, pleasant experience; it's not like having a root canal," said Bill McStay, senior VP-marketing and communications.

Jiffy Lube's national media buy wasn't final at press time, thrown off slightly by parent Pennzoil Products' switch in September to a new agency, GSD&M, Austin, Texas, which also now handles media for Jiffy Lube. Lois/EJL, Houston, was the previous shop.

A fifth Jiffy Lube TV spot, produced in-house, will feature author Lucille Treganowan, the chain's newly signed pitchwoman. Jiffy Lube is already seeking to extend its one-year contract with Ms. Treganowan, 66, the Pittsburgh car repair shop owner who penned "Lucille's Car Care," a book on auto maintenance.

Jiffy Lube is exploring promotional events with her, including carcare clinics at shopping malls, Mr. McStay said.

He declined to reveal 1997's ad budget. But the chain, now with 1,400 stores, is likely to lay out more than the $18 million Competitive Media Reporting says it spent in measured media during 1995.

With regional co-op ad dollars from franchisees, Jiffy Lube spends closer to $35 million annually, according to an insider.

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