Quaker State Motor Oil - "Lying"

The Tucker Partnership, Inc. New York, United States

3331

Title	Lying
Agency	The Tucker Partnership, Inc.
Campaign	For What You Drive and How You Drive It - Pennzoil-Quaker State
Advertiser	Pennzoil-Quaker State International Corporation
Brand	Quaker State Motor Oil
Posted	November 2000
Product	Green Bottle
Business Sector	Automotive
Tagline	What More Do You Need To Know?
Story	Talent speaks directly to the listener in a straightforward manner to grab and hold the consumer's attention.
Philosophy	To address the shift in consumer oil change habits we recommended that Quaker State re-formulate its base brand motor oil - Green Bottle - to provide "protection beyond 3,000 miles." And take great care in the communication of the message as to not encourage consumers to further extend their drain intervals. In the end the consumer should connect with Quaker State because it provides "insurance" when they just can't help going beyond 3,000 miles.
Problem	Today's consumers are busier than ever. With more to do and less time to do it in, their oil change habits have changed. The average oil change interval is now approaching 6,000 miles (vs. the traditional recommendation of every 3,000 miles).
Media Type	Radio
Length	30 seconds
Market	United States
Creative Director	Einar Einarsson
Copywriter	Duc Pham
Agency Producer	Walt Mitze
Actor / Celebrity	Denis Leary
Sound Design Company	Peter Buccelato
Production Company	Mixed Nuts