Mobil Super tracks down a gifted recluse to uncover What Engines Want in new campaign via Saatchi & Saatchi Australia and Ampol

Australia’s leading transport energy provider Ampol has recently entered a lubricants marketing alliance with ExxonMobil to bring its motor oil Mobil Super to Australia.

To launch Mobil Super, Saatchi & Saatchi Australia tells the story of a regular bloke with a special gift. Through his plight, the ‘What Engines Want’ campaign explores how engines just want to be treated better and that they’re too often neglected and deprived of what makes them run smoothly – the right lubricant.

Says Piero Ruzzene, creative director, Saatchi & Saatchi: “Motor oil is a purchase usually borne out of necessity rather than regularity, with many car owners rarely topping up or even checking their engine oil levels. That is, until their oil light comes on.

“When it comes to our cars, we’ve become reliant on the yearly visit to the mechanic and in-warranty service. We’ve come to think engine lubricants are only for car and motor enthusiasts. We hope this campaign gets people back in touch with their engines’ needs and empowers them to take engine care into their own hands.”

Says Sean Phillips, Ampol head of sales and marketing lubricants (Mobil Super): “We are thrilled to bring this campaign to life. Mobil Super is a brand that protects what you love, your engine, your car, and ensures a smooth journey for those inside the vehicle. Through our lubricant’s marketing alliance with ExxonMobil, we are using our scale, Australian expertise, manufacturing capability and strong customer relationships to bring Mobil Super to Australian consumers and support our commitment to evolving our lubricants offer to meet the ever-changing needs of our valued customers.

“The suite of Mobil Super lubricants gives drivers a varied range of oils tailored for modern engines and a range of driving conditions and needs. Whichever range you choose, every Mobil Super oil provides high performance and protection backed by a long history of innovation in lubricant technology.”

The campaign will be running across online video channels, radio and Spotify audio, and digital display from August 2022.

With world-class credentials, Mobil Super from the makers of Mobil 1, provides Australian car owners with engine protection tailored to their conditions, to keep their vehicles healthy and running smoothly. Mobil Super is available at Ampol branded retail sites and selected auto retailers.

Mobil Super is a trademark of Exxon Mobil Corporation and used under license by Ampol Australia Petroleum Pty Ltd.

Listen to the radio spots:

Client: Ampol Australia
General Manager B2B Sales: Brad Phillips
Head of Sales & Marketing: Sean Phillips
Lubricants Product Marketing Manager: Bernadette Sykes
Lubricants Marketing Advisor: Shaun Ramadan
Marketing & Product Manager, Automotive Lubricants: John Child
Lubricants Communications Coordinator: Neha Bahri

Creative Agency: Saatchi & Saatchi Australia
Head of Creativity: Simon Bagnasco
Strategy Partner Sydney: Iona Macgregor
Creative Director: Piero Ruzzene
Senior Art Director: Simon O’Neill
Senior Copywriter: Anton Posa
Group Account Director: James Tracy-Inglis
Account Director: Izabela Gustowski
Executive Producer – Head of TV/Content: Michael Demosthenous
Senior Integrated Producer: Holly De Roy
Digital Director: Danny Marston

Production Company: MOFA
Director: Bill Bleakley
Executive Producer: Llew Griffiths
DOP: Simon Walsh
Editor: Stewart Arnott
Grade and Online: Arc Edit

Sound & Music: Rumble Studios
EP: Michael Gie
Composer: Jeremy Richmond
Sound Designer: Liam Annert

Media: iProspect