CALTEX FLIES WITH NEW CAMPAIGN VIA GEORGE PATTS Y&R SYDNEY
Caltex, via agency George Patterson Y&R Sydney, this week launches a major new brand advertising campaign based on a radical duel between a V8 Supercar and more than a million flies.
“In some ways the campaign brings together the very best of Australia with an unavoidable element of the Australian lifestyle,” according to Liz Whiteway, Caltex’s National Manager - Brand & Communications.
“The best is represented by the current V8 Supercar Champion, Australia’s largest petroleum company and an ingenious creative concept.
“And one of the key ingredients to the campaign is the nation’s perennial pest, the Aussie fly.”
Technically, the extremely complex shoot featured a team of more than 29 crew and a post production unit responsible for creating and marshalling more than a million of the little digitally-animated critters.
The commercial features Australia’s only true home-grown form of motorsport, a typically laconic “star” in Russell Ingall, a dry and dusty race circuit, the country’s most well-populated pest and an arid-dry sense of humour.
“Caltex as a company is driven by excellence, passion and performance – the very same hallmarks demonstrated by Russell Ingall in becoming Australia’s number one V8 Supercar driver,” Ms Whiteway said.
“Caltex is proud of the fact this campaign is truly Australian. As the nation’s only oil refiner and marketer listed on the ASX, it is fitting this commercial has been made by Australians and specifically for the local market.
“Investing in domestic motorsport and Australia’s best creative talent is another example of Caltex putting more in.”
The new campaign is spearheaded by a 60 second TVC featuring V8 Supercar driver, Russell Ingall, in a racetrack duel with a swarm of flies. By leveraging its association with the burgeoning popularity of V8 motorsport, Caltex is staking out a new territory in connecting with Australian consumers.
The multi-faceted campaign covers television, PR, viral, point-of-sale, Internet and internal communications.
Although the campaign will reach an audience far beyond motorsport fans, the TVC launched last night on Channel 10’s RPM program and screen during V8 Supercar and AFL broadcasts along with other sports programs.
In a groundbreaking initiative, an interactive component will enable the online community to take a starring role in the commercial by visiting the cleverly named website, www.jointherusistance.com.au.
“Just to prove all of our flies live to fly another day, Australians have the chance to join the Rus-sistance by adopting a fly, modifying it to their personal specifications and tracking its progress during its duel with Russell,” Ms Whiteway said.
Retail and partner promotions will extend the campaign to Caltex retail forecourts.
Creative Director: Michael Stanford
Art Director: Chris Northam
Copywriters: Sri Mogeri & Chris Northam
Agency Producer: Craig Sloan
Director: Graeme Burfoot
Producer: Jude Lengel
Production Company: Filmgraphics
DOP: Andrew Lesnie
Visual Effects: Animal Logic
Sound & Music: Song Zu
Online Creative Director: John-Paul Jacques