Mobil Corp., Fairfax, Va., announced it has chosen DDB
Worldwide, New York, to handle its Mobil 1 motor oil account; the announcement coincides with the national break of a DDB-created campaign introducing Mobil 1 Tri-Synthetic oil. Grace & Rothschild handled Mobil 1 for four years, but DDB had the account before that, handling Mobil 1 since its introduction. Spending is expected to remain less than $10 million. The new TV and radio campaign for the synthetic oil targets the "do-it-for-me" market. Australian race car driver Peter Block stars in the spots, telling motorists how a fully synthetic motor oil benefits a car's performance, engine wear and emissions system. Mobil said the "do-it-for-me" segment, who prefer to take their cars to quick-lube facilities over changing the oil themselves, this year surpassed the do-it-yourself segment in size.
Copyright May 1999, Crain Communications Inc.