OgilvyOne Effort Parodies Used-Car Ads

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DETROIT ( -- Castrol North America's new GTX High Mileage motor oil launches an integrated effort via WPP Group's OgilvyOne, New York, which won the account in December.

The effort carries the tag "Helps older cars feels young again," and Castrol is expected to spend up to 15% of its 2002 media budget on the push. The media flight will run six weeks over several intervals into early June, said Bruce Firkins, vice president of consumer marketing at Castrol.

Roughly 60% of the national TV buy via Ogilvy sibling MindShare is on cable, where it will get heavy play on sports programming tied to Castrol's partnerships with the National Hot Rod Association and World Wrestling Federation. The target is 18- to 49-year-olds -- whether they change their own oil or pay to have it done.

Last year, the marketer spent $44 million in measured media, according to Taylor Nelson Sofres' CMR, although that includes $5 million for Super Clean AccuVision car windshield rain repellent. AccuVision will also get ad support later this year, Mr. Firkins said.

Montage of car ad cliches
Bruce Lee, the creative director

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at OgilvyOne, described the sole TV spot as a "kind of parody of new-car commercials."

The 30-second ad offers a montage of car-ad cliches with a twist. The "beautiful" car seen gleaming off in the distant desert is, up close, actually a dirty old model with "wash me" written in the dust. The car swerving through traffic cones has an old armchair on its roof. The narrator talks about these "real cars that have been around the block a few thousand times" and how the new Castrol will keep deposits out of older engines.

The print ad resembles a classified used-car ad. But the kicker in the copy under the photo of a 1987 model car with 76,000 miles on it says, "Sorry, it's not for sale." The campaign includes outdoor in key markets and banner ads on the Internet.

Taking on Pennzoil, Valvoline
Castrol's new product will compete against Pennzoil-Quaker State Co.'s newly launched, high-mileage motor oil for both its Pennzoil and Quaker brands.

Valvoline Co. was the first to introduce motor oil for older engines with Max Life in late 1999 and now leads the segment, according to market researcher NPD Group. In overall motor oil, Castrol ranked fourth last year, according to NPD, behind Pennzoil, Quaker State and Valvoline.

OgilvyOne succeeded Hampel/Stefanides, New York, which won the account in 1997.

Global brand
Mr. Firkins said Castrol, acquired by BP in mid-2000, is more of a global brand than its key U.S. competitors. Last year, Castrol looked at the advantages of having a global agency and moved the account to OgilvyOne, which said it can offer production and media efficiencies.

"We can share footage and creative executions in print and other media and take it across the world," he said. The campaign breaks in Canada in late April.

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