Take 5 is one of the nation’s leading oil change providers with over 500 locations and growing. They offer a unique, drive-thru service that lets drivers stay inside their car or truck while they get their oil changed. At the end of April, Take 5 asked us to create a different sort of COVID-inspired campaign by mid-May. Instead of the more sentimental and ubiquitous “we’re in this together” messaging, we took a more upbeat approach.

The campaign plays on the realities of “the new normal” – such as not wearing pants while working at home, not showering every day, or not wanting to shake anyone’s hand ever again. Car owners can live the new normal when they go to Take 5 because they never have to get of their car.

In a few short weeks, we turned around three 30-second TV spots, short-form videos for online and social, three radio spots and nearly 100 unique OOH boards. The campaign launched May 18 and will run in 54 U.S. markets.