Engen Primax Unleaded, which has the same fuel technology and engineering that has powered the Mercedes AMG Petronas Motorsport Formula One team to three world championships, is now available at Engen forecourts in South Africa, Botswana and Namibia.
To launch the fuel in these countries, Engen is rolling out a comprehensive advertising campaign, extolling the benefits of the fuel and asking consumers to ‘Put a little F1 in your tank’.
The fast-paced and impactful TVC, conceptualised by FCB Cape Town, shows an F1 car racing through a dark tunnel at high speed. As it accelerates through the tunnel the car’s fuel gauge never waivers from the full position, demonstrating Engen Primax Unleaded’s key benefits of performance and economy.
The car roars towards a light at the end of the tunnel and, when it exits, we find ourselves on an Engen forecourt where an attendant is filling up a normal car. The F1 car, it’s then revealed, is a metaphor for the high-tech fuel that was travelling through the petrol pipe.
The commercial was shot in Cape Town over two days. It was directed by Jonathan Parkinson and Nicole Ackermann of Star Films. Post-production was done by Orchestra Blue. You can view the ad here https://youtu.be/ziPcDL9ahio and the longer virtual reality experience here https://www.youtube.com/watch?v=FiI9FmdErhE.
Engen had briefed FCB Cape Town to develop a strategy that took cognisance of the fuel’s ability to improve performance and increase economy.
The agency’s response was to leverage the success the fuel has had with the Mercedes AMG Petronas Formula One team on the racetrack. The team has won three consecutive world championships using the same fuel technology now available in South Africa.
Brand: Engen Primax Unleaded
Agency: FCB Cape Town
Managing Partner: Nadja Srdic
Account Manager: Matthew Mitri
Executive Creative Director: Mike Barnwell
Copywriter: Alistair Morgan
Art Director: Dylan Davies
Strategic Planner: Robin Nixon
TV production: Ashleigh Jarratt
Assistant TV Production: Leah Hendrickse
Media planners: PHD Media
Production companies: Star Films
Director: Jonathan Parkinson/Nicole Ackermann
Editor: Graham Smith
Post production: Orchestra Blue