Esso introduces the tagline "Journeys Matter" with the launch of a beautiful, emotive European brand campaign, in a deliberate move away from previous ads which focused more on fuel claims and retail messaging.
"Sophie's Journey," created by Adam & Eve / DDB and directed by Nick Gordon at Somesuch, is the tale of an older woman traveling across Europe to visit a past love. Along the way, she has various adventures and mishaps, with a flat tire, an arboreal roadblock, snowstorms and more. However, she rises to the occasion, changing her own tire, hanging out with truckers, even playing a driving video game in an arcade at one point. Finally she reaches her destination, and the ending might easily have you welling up.
Paul Cohen, executive creative director on ExxonMobil at Adam & Eve / DDB, said in a statement: "We've tried to talk to fuel consumers differently, we've avoided the hard-hitting fuel economy claims and instead, we've put Esso front and centre in people's lives as the facilitator of 'Journeys That Matter.' By telling the story of Sophie, a strong independent woman making a significant journey of her own we hope to engender an emotional engagement with one of the world's largest corporations and inspire people to make meaningful journeys of their own."
The TV ad will run in the U.K., Belgium, Netherlands and Luxembourg, supported by outdoor, press, digital display and forecourt point-of-sale.