Most motor oil advertising is dreadful, with confusing and highly technical product categorizations and not very distinctive brand messaging. We decided to go out on a limb and be clear, relevant, human, even entertaining. These print ads are part of a larger campaign and are based on the theme, 'Helps Make Older Cars Feel Young Again.' They ran in the Auto Classified section of newspapers, to present our message to people when their mind is focused on used cars.

The complete campaign, including this targeted print, ran for just under five months. Before it ran, Valvoline enjoyed 97% share of the category and Castrol High Mileage had none. After it ran, Valvoline had lost 33.1% share, and Castrol High Mileage had gained 16% to become the category’s second largest brand.