Mobil 1™ Encourages Drivers to ‘Break Free’ in New Campaign Celebrating the Love of Driving
10 Juillet 2023 - 4:30PM
Business Wire
Multichannel campaign inspires consumers
everywhere to rediscover the joys of driving and reconnect with the
open road
Mobil 1™, the world’s leading synthetic motor oil brand, invites
consumers nationwide to step away from their devices and celebrate
the love of driving together with the launch of its new brand
campaign, “Breaking Free.”
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20230705340577/en/
Mobil 1 "Breaking Free" (Photo: Business
Wire)
“Breaking Free” is not just a campaign; it represents a
philosophy rooted in freedom, appreciation of the journey, and the
transformative power of the open road to make your worries melt
away. And it’s a shared philosophy; over half of Americans identify
that some of life’s most cherished moments happen in the car* –
from the excitement of getting your driver’s license, family road
trips, to singing to music as the miles pass by.
“We dedicate this campaign to our most loyal Mobil 1 consumers,”
explains Bryce Huschka, Consumer Marketing Manager, on behalf of
Mobil 1. “For nearly 50 years, we’ve been talking about our
incredible technology advancements, such as longer drain intervals
and fuel economy savings. But we were reminded in our research that
the consumers we want to reach are very different – they’re not all
obsessed with the latest engine wear protection. What ties them
together is their inspirational stories of what driving means to
them.”
The goal is to launch a multi-year brand platform that broadens
the appeal of the category and opens the door for more people to
find their joy in driving – spotlighting human stories instead of
technical specifications. The centerpiece of the launch is a film
that makes visible the invisible threads that keep us all
overconnected.
"As we sat down together to create the campaign, we each shared
our version of the story – explaining how technology had crept
further into our lives, and the rejuvenation that even a quick
drive can bring to the soul,” shares Matt Pruett, Group Creative
Director at advertising agency Martin Williams. "In one example, a
father shared the story of his three-year-old coming home with a
crayon family portrait showing him in front of a computer and
smartphone. Developing this work caused a lot of us to examine our
own relationships with technology and the impacts of being
constantly connected.”
The campaign will run across television, print, digital, video
and out-of-home executions. It was produced by Stink Films and
directed by the Fridman Sisters – a directing duo made up of Lina
and Maira Fridman, who have a talent for telling cinematic visual
stories in ways that captivate viewers. They have worked with
several top brands across industries and have gained global
recognition for their award-winning commercials. Advertising agency
Martin Williams led the creative for the brand.
“Our new brand platform will be an umbrella for everything we do
going forward with our products, partners and driving experiences
for consumers,” adds Huschka. “We have a few exciting surprises up
our sleeves as we embark on our 50th anniversary next year as well
as an open invitation to others that share our passion to
collaborate – for the love of driving.”
To learn more about the campaign, please visit loveofdriving.us,
which features the full film as well as branded content, and follow
along on social media via @mobil1.
* per survey commissioned by Metromile, a digital insurer, and
conducted by OnePoll
About Mobil 1
Mobil 1, the world’s leading synthetic motor oil brand, is a
brand that has been trusted for more vehicle miles than any one of
us sees in our lifetime. Designed to empower our love of driving,
Mobil 1 advanced synthetic motor oil features anti-wear technology
that provides performance beyond our conventional motor oils – that
means more time behind the wheel than under the hood. This
technology allows Mobil 1 advanced synthetic motor oil to meet or
exceed the toughest standards of vehicle manufacturers and tuning
shops, all while providing exceptional protection against engine
wear, under normal or even some of the most extreme conditions.
Join us. For the love of driving.
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version on businesswire.com: https://www.businesswire.com/news/home/20230705340577/en/
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