CREATIVE BRIEF
BACKGROUND
• In 1913, Pennzoil was founded in Los Angeles, California • In 1955, it was acquired by an Oil City, Pennsylvania company called South Penn Oil • In 1963, South Penn Oil merged with Zapata Petroleum and took the name “Pennzoil”
• Objective/Purpose of the campaign: To bring a new/younger voice to Pennzoil • Tone: Humorous and relatable • Important thing to say: Pennzoil is reliable and trusted for over 100 years • Supporting Reasons to Buy: Pennzoil motor helps clean out sludge lesser oils leave behind • Strategy Statement: Treat your car like your baby, by feeding it Pennzoil
TARGET AUDIENCE
• Millennial males and females (ages 16-34) • Urbanites • Take pride in their car • Consider their car their “baby”
MEDIA PLAN
MOVIE PROMOTION
TELEVISION
OUTDOOR (OOH) Billboard
Point of Sales Display
ADS
BILLBOARD
POINT OF SALES DISPLAY
STORYBOARDS
RADIO
TELEVISION
Zoomed in shot of Millennial boy driving his car to the store. Music: “Baby” by Justin Bieber
Established shot of boy at home, unpacking and removing the items from his bags, placing items on the counter, cuts to product shot. SFX: Plop/thud
Medium Shot of boy at the store to buy items such as: a cart seat, blanket, baby Long shot of him coming out of store book, & bottle. with a grocery cart filled to the brim of SFX: cart being pushed stuff and placing bags in car. SFX: sound of plastic bags rustling
Zoomed in shot of boy filling up a baby bottle with Pennzoil. SFX: unscrewing cap
Medium shot of boy saying “open wide” while feeding his car oil.
TELEVISION
Establishing shot: day turns to night. Boy reads his car a baby book. SFX: pages flipping
Medium shot of boy covering his car with yellow blanket. SFX: blanket unfolding
Zoomed in: yellow blanket turns into the background with logo, product shot, and announcer saying “baby your car, feed it Pennzoil”.
INTERACTIVE
SOCIAL MEDIA COMPETITION
TWEETS
TWEETS