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!