Building on its reputation as the makers of the only engine oil tough enough to withstand the harsh Australian conditions, Gulf Western Oil, Australia’s largest manufacturer of lubricants, is launching its first major brand campaign telling the story of the Lone Rider via The Monkeys.
Created by The Monkeys, part of Accenture Interactive, ‘Lone Rider’ follows a savvy adventurer who roams the tough Australian landscape atop his trusty vehicle, with nothing but his wits and the world’s most durable engine oil by his side.
Meanwhile, his unique ride, with its huge, exposed engine and monster wheels, provides the ultimate proof of concept for the sustaining endurance of Gulf Western Oil.
To ensure the Lone Rider’s vehicle was as impressive and capable as the oil itself, Gulf Western Oil turned to vehicle concept designer Peter Pound and vehicle builder Harry Dakanalis who had previously brought the cars in the Mad Max films to life.
The 60-second film, directed by Scoundrel’s Tim Bullock, runs this week online and on Gulf Western Oil’s social channels. A behind the scenes film also takes a look under the bonnet of the epic off-road vehicle, and will also feature online.
Gulf Western Oil, managing director, Ben Vicary, said: “Celebrating our brand’s spirit of determination, our latest campaign seeks to inspire Aussie motorists with the Lone Rider’s grounded and observational wisdom.”
The Monkeys creative director, Benn Sutton, added: “Motor oil marketing is traditionally horribly dull stuff where someone drones on about technological droplets. So it was an absolute joy to work with Ben and his team at Gulf Western Oil wanted to tell an entertaining product story that captured the spirit of the Australian customer and the land they operate in.”
Client: Gulf Western Oil managing director: Ben Vicary
General manager: Nik Alpert
National sales manager: Peter McColl
National design manager: Christine Gauci
Creative agency: The Monkeys, part of Accenture Interactive Group
CEO & Co-Founder: Mark Green Group
Chief creative officer & co-founder: Scott Nowell
Chief creative officer: Tara Ford
Managing director: Matt Michael
Chief strategy officer: Fabio Buresti Executive Creative Director: Vince Lagana
Creative director: Benn Sutton Creatives: David Klein, Mike Burdick, Danny Pattison & Barnaby Packham
Senior planner: Joe Harris
Business sirector: Jack Stone
Head of production: Penny Brown
Senior integrated producer: Kat Stephens
Production Company: Scoundrel Director
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]