The work carries the new tag "The well-oiled machine." A spot national radio spot features Sheryl Crow's song "A Change (Would Do You Good)."
The Boston-based agency, which won the $20 million account in the spring, tapped Pearl Harbor cinematographer John Schwartzman for the new 30-second TV commercial. The agency also hired Jeff Elmassian, the soundman who did the Nike bouncing basketball spot "Freestyle." (One of the ad agency founder's, Joe McCarthy, was the global ad director for Nike).
The incumbent on Jiffy, a unit of Pennzoil-Quaker State Co., was Richards Group, Dallas, which didn't pitch.