April 27, 2018
Bailey Lauerman’s latest work for Kendall Motor Oil is conceptualized around the idea that “In life, you get out what you put in. The same goes for your engine.”
The campaign features a new website landing page and three TV spots that are running nationally on NBC Sports and during televised Mecum auctions, the world leader of collector car, vintage and antique motorcycle sales in the US. Kendall Brand Director Julie Wright told MediaPost that the new work “shines a light on the importance of the motor oil you put in your engine.”
“The work parallels the emotion and dedication that consumers pour into their passions and the standards they should have for what goes into their engine,” said Wright.
The spots are supported by geo-targeted mobile display near distributor retail locations and a trade print campaign reaching installers. Combined, the campaign is designed to target DIYers who change their own motor oil and do-it-for-me audiences who take their vehicles to quick lube shops.
“Throughout this campaign, we’ve put an emphasis on superior quality. From the message to the execution, everything symbolizes the performance you can expect from using Kendall Motor Oil,” said Sean Faden, Creative Director at Bailey Lauerman.
View the TV spots “Devotion” and “Dedication”:
Catch up on the latest BL news – industry, culture, awards and more.