Charles Deenen
Director, Digital at Source Sound Inc.
Woodland Hills, United States
TitleExorcising the Demon
Campaign Joyride
Advertiser Shell
Brand Pennzoil
PostedAugust 2017
Business Sector Tires, Accessories, Oil, Petrol, Gasoline
Story Pennzoil is taking on the fastest production car ever made, the brand new 2018 Dodge Challenger SRT Demon, in its latest product demonstration meets cinematic car film, “Exorcising the Demon.” “In March, Pennzoil helped say goodbye to an American icon, the Viper,” said Jeremy Jones, ECD, J. Walter Thompson Atlanta, “and today we’re saying ‘Hello’ in a big way by showcasing what the world’s most powerful muscle car is capable of.” Shot on the streets of Pittsburgh, the next evolution of Pennzoil Films continues following an elusive Driver carrying out a mission of tracking and locating the Demon before returning it to its rightful owner. Famed precision driver Rhys Millen (The Fast and the Furious) is behind the wheel. The driving is 100 percent real, highlighting the Demon’s front wheel lift at launch: something only this production car is capable of. The driving conditions are also real, helping display the power and excellence of Pennzoil Synthetic performance. The rain was an unexpected production hurdle: instead of pushing the shoot the team opted to film in the rain to add even more texture and visual richness to the film. It’s also an element that Pennzoil hasn’t featured in any of its films to date. “Telling the story of ‘Exorcising the Demon’ is not only another exciting chapter in the Pennzoil Film series, it is also a great way of acknowledging an exciting, new automotive era,” said Vann Graves, Chief Creative Officer, J. Walter Thompson Atlanta. Of course, the film doesn’t end without hinting at what’s next…
Media Type Web Film
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