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About Us

We aim to challenge and reinvent; to find more effective ways of making our clients’ brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. We aim to Resist the Usual. This is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of successful brand building. We use the power of insights, ideas and impact to deliver work that’s impossible to ignore. This binds us. This fires us up. This is who we are.
Caltex Gets Going

Caltex Gets Going

To launch the new Caltex Brand Campaign, the Cape Town office of Y&R SA and Velocity produced two television commercials. Both ads celebrate the role of the service attendant while communicating Caltex’s three pillars of fuel, service and c-store.

In “Going” we get a glimpse of life on a Caltex forecourt, seen through the eyes of the service attendant, as he observes the journeys people take every day and how Caltex helps them get there.

While “Going” communicates a strong brand message, “Lecture” cleverly explains all the product-specific benefits of Techron fuel in a humorous and easy-to-understand way, thanks to a surprisingly knowledgeable Customer Service Attendant.

This was the first time since 2006, that the local Caltex team at Y&R has had the chance to create a campaign unique to the SA market. And in another first, upon viewing the completed commercials our Caltex client literally had tears in their eyes. Luckily, they were tears of joy, as they commented that we’ve completely exceeded their expectations.

Well done, team Caltex!