BP’s ‘My BP Story’ campaign hops onto Kiwi screens with Peter and the Rabbit spot via Ogilvy
In a new brand campaign via Ogilvy New Zealand, BP tells a simple heart felt story about a rabbit left behind and the journey to return it to its owner.
Largely low key in the brand space since the successful ‘Be Road Happy’ brand campaign of 2011 – 2013, BP has adapted the new global positioning ‘Go Your Way’ to develop a brand platform specifically for the New Zealand market. The strategy is about recognising the myriad of individual ways people make the most of their time at BP. In a 90 second launch spot we follow Peter on his journey to return the lost rabbit, showing how they make the most of the BP network, food, coffee and of course fuel.
Says BP national marketing manager, Leigh Taylor: “We want to reconnect with New Zealanders, show them our personality and how proud we are to be part of New Zealand’s fabric. Our new platform centres on the telling of stories. Our forecourts are as much meeting places as they are quick and easy locations to fill up. We play a part in many NZ road trips and journeys.”
Adds Ogilvy & Mather creative group head Richard Loseby: “We wanted to show BP as a place where communities can rally together to make amazing things happen, so the brand is very central to the script. In the end it’s a delightful Kiwi story, well told, beautifully shot and with lovely performances you can’t help but watch over and over.”
The TVC launched last night across New Zealand TV channels with further iterations and adventures lined up as the campaign rolls out.
Agency: Ogilvy & Mather New Zealand
Creative Directors: Richard Loseby, Martin Hermans
Senior Writer: Richard Loseby
Art Directors: Martin Hermans, Billy McQueen
Creative team: Richard Loseby, Karl Fleet, Martin Hermans, Billy McQueen
Planning Director: Debby Giness
Group Account Director: Maggie Antone
Account Director: Eduardo Hernandez
Senior Account Manager: Neil Walker
Head of TV: Amanda Kabel
Film Production Company: Waitemata
Director: Rob Sarkies
Producer: Julie Elstone
DoP: Andrew Commis
Editor: Tim Mauger
BP VFX Supervisor: Martin Spencer
Colour Grader: Dave McLaren
VFX Creature Post: Lakshman Anandanayagam
Animal Wrangler: Animals on Q – Jazmin Vette
Music Composition: Liquid Studios – Peter Van Der Fluit
Client: BP
Product: Brand
National Marketing Manager: Leigh Taylor
Senior Marketing Specialist: Simon Grigor
6 Comments
Pig wins.
Poor timing aside, corny as fuck. Should have taken the pig route, had the guy go from Auckland to Central Otago, seen the rabbit hunters, then kept the rabbit for himself.
Lovely spot. Beautiful!
Preferred the Pig spot.
Nice spot. Congrats.
This ad contains many things Australian ads miss. Genuine moments. A bit of a laugh. A bit of a cry. And the story was told well.
Is it be the best ad in New Zealand at the moment? Probably not. But is it better than most of the TV ads we’ve seen in Australia recently?
Absolutely.
Who is the actor?