SINGAPORE – October 2, 2013 – There’s no monkeying around when it comes to the multiple benefits of keeping your engine Techron® clean, as shown in the latest regional campaign for Caltex with Techron® from Y&R Singapore.
The series of ads showcases the multiple benefits of Caltex with Techron®, illustrating why it is a Five Star Fuel. “This ad campaign from Y&R takes Techron® to the wider market so that everyone can enjoy the benefits of using it in their engine, demonstrating Techron’s® many benefits in an amusing and entertaining way,” explained Caltex Brand Manager Brian Fisher.
In ‘Monkey’, a peaceful monkey sanctuary is disturbed by an obnoxious sightseer. Demonstrating performance reliability, Caltex with Techron® allows a blameless hero and heroine to escape. Meanwhile, the unruly visitor is let down by his fuel, and incurs the wrath of an irate troop of monkeys.
Each TV spot demonstrates a different benefit, as the red Caltex car triumphs over another vehicle in a number of humorous situations, helping its occupants ‘Enjoy the Journey’.
Apart from ‘Monkey’, other spots include ‘Old Lady’, which demonstrates maximized power; ‘Angel’, which highlights the benefit of lower emissions; and ‘Sports Fans’, which exhibits better fuel economy.
"The campaign delivers rational benefits in an emotionally engaging way. It takes Caltex down an interesting road in its brand journey," said Farrokh Madon, Chief Creative Officer, Y&R Singapore.
The campaign, which extends across TV, online, print, outdoor and in-station, rolls out across the entire Asia Pacific region from October 1.
Previous campaigns have highlighted that Caltex’s patented additive Techron® keeps vehicle engines clean. “The cleaning powers of Caltex with Techron® are already well-known thanks to previous campaigns. Last year we had ‘Clean’ which featured bubbles, and this takes ‘Clean’ to the next stage,” Fisher said.
Creative Credits:
Sponsor
Agency: Y&R Singapore
Client: Chevron
Brand: Caltex
Client Brand Managers: Brian Fisher, Dorothy Cheong
Chief Creative Officer: Farrokh Madon
Creative Director: Jon Loke
Art Director: Katherine Khor
Copywriter: Colin Koh
Regional Brand Director: Pauline See
Agency Film Producer: Charmaine Wong
Film Director: Barney Chua
Production Company: Mojo Films (Kuala Lumpur Malaysia)
Production Company Producer: Keng H Poo
Post Production: Spice Shop (Bangkok, Thailand)
