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Castrol readied for Latin America push

By Published on .

[Rio de Janeiro, brazil] In its first regional campaign for Latin America, Castrol motor oil is being repositioned to make a more emotional connection with consumers in a commercial shot entirely using 36 digital cameras attached to a moving car. Created by WPP Group's Ogilvy & Mather, Rio de Janeiro, the spot shows the daily routine of a car in jerky, speeded-up motion as the car takes kids to school, gives a ride to friends, and transports people to the beach, all seen from unusual angles because of the positioning of the cameras. The tagline for the ad, breaking in Brazil and Mexico now and in 2004 in other Latin markets, is "Castrol GTX: New blood for your engine."
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