BP Amoco's "Amoco Ultimate": "Extension Woman"
Bromley Communications, San Antonio
Creative director: Hector Prado
Art director: George Ybarra
Copywriter: Hector Prado
BP Amoco promotes its premium gasolines with one simple, striking visual idea, which lends itself to outdoor, print and TV ad executions.
"Put yourself in your car's place," says the headline over a picture of a woman athlete, who is shown with what appears to be a gas tank opening on her thigh.
The message is simple: pump Amoco Ultimate for better performance.
The judges felt the board also cuts clearly through outdoor board clutter.