My Car : Make The Switch
We helped Pennzoil elevate its racing drivers to more than walking billboards for the brand, using the language of motorsports fans, performances that speak for themselves, to prove that the technology in its synthetic motor oil is in a class by itself compared to the competition. It’s common for brands in the category to sponsor racing drivers who bear their product’s logo on fire suits and race-cars. But we weren’t satisfied with a logo-slap. We created a messaging platform, “Make the Switch,” that forged a connection between Pennzoil drivers’ success on the track with their switch to Pennzoil Synthetics. By casting the Pennzoil racing story through the lens of “Make the Switch,” each victory on the track became proof positive for automotive enthusiasts of the superiority of Pennzoil Synthetics. Pennzoil became synonymous with the feeling of winning. The “Make the Switch” story allowed Pennzoil to speak to automotive enthusiasts authentically about its product and benefits.
My Car : Leah Pritchett
My Car : Joey Logano TVC
Joey Logano : Race Teasers/ Social