Gulf Western Oil inspires Australians to ‘Go the distance’ in new brand platform via The Monkeys


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 via The Monkeys, part of Accenture Interactive, telling the story of the Lone Rider.


‘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.

Says Ben Vicary, managing director, Gulf Western Oil: “Celebrating our brand’s spirit of determination, our latest campaign seeks to inspire Aussie motorists with the Lone Rider’s grounded and observational wisdom.”

Says Benn Sutton, creative director, The Monkeys: “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 who 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 Director: Jack Stone

Head of Production: Penny Brown

Senior Integrated Producer: Kat Stephens

Production Company: Scoundrel

Director: Tim Bullock

Executive Producer: Adrian Shapiro
Executive Producer: Kate Gooden

DoP: Shelley Farthing-Dawe
Vehicle Concept Artist: Peter Pound
Vehicle Build Supervisor: Harry Dakanalis
Vehicle Construction: Harry Dakanalis & Ben Toyer – Pro Action Stunts
Production Designer: Aaron Crothers

Casting: i4 Casting – Joseph Wijangco

Post Production 

Offline Editor: Adam Wills

VFX: Fin Design + Effects
VFX Supervisors: Justin Bromley & Alex Pattinson 

Executive VFX Producer: Alastair Stephen 

VFX Producer: Isabelle Howarth

Colourist: Ben Eagleton – BE Colour

Sound Design: Song Zu

Sound Designer: Simon Kane
Sound Executive Producer: Katrina Aquilia

Music Composition: Damian De Boos-Smith – MADBS Composing Palace

Stills Photographer: Klint Collier
Stills Digi/Assist: Diego Lorenzo José

Making of Creatives: Danny Pattison & Max Rapley
Making of Videographer: Timothy Parsons
Making of Editor: Kyle Brandse, The Monkeys