No monkey business as Caltex launches new pan-regional campaign via Y&R Singapore
The latest regional campaign for Caltex with Techron from Y&R Singapore shows there’s no monkeying around when it comes to the multiple benefits of keeping your engine Techron clean.
Previous campaigns have highlighted that Caltex’s patented additive Techron keeps vehicle engines clean. The latest communications illustrate why Caltex with Techron is a Five Star Fuel, by showcasing its multiple benefits in a series of ads.
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’.
Demonstrating performance reliability is ‘Monkey’, which sees a peaceful monkey sanctuary disturbed by an obnoxious sightseer. Our blameless hero and heroine make a hasty escape thanks to Caltex with Techron, as the unruly visitor is let down by his fuel and incurs the revenge of an irate troop of monkeys.
Maximized power is illustrated by ‘Old Lady’, in which a little white-haired lady is ‘cut up’ by a wise-guy, whom she subsequently leaves stunned in her wake with her superb acceleration from the traffic lights.
Other spots include ‘Angel’ which highlights the benefit of lower emissions; better fuel economy is exhibited by the ‘Sports Fans’ spot.
“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,” explained Caltex Brand Manager Brian Fisher. “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.”
Added Farrokh Madon, Chief Creative Officer, Y&R Singapore, “The campaign delivers rational benefits in an emotionally engaging way. It takes Caltex down an interesting road in its brand journey.”
Credits – 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).