Nulon pits car against drone in new campaign for its engine oil range in ‘The Apex’ via Edge

Creative, content and connections agency Edge has just released the latest iteration of Nulon’s award winning Born This Way platform, ‘The Apex’ to launch its new oil range, Nulon APEX+.

The Nulon APEX+ range of engine oils is Nulon’s most advanced engine oil yet. Born from its unyielding focus on innovation, the new range boasts faster flow at low temperatures, resistance to extreme pressure, increased protection and greater fuel efficiency in both everyday and the most demanding driving conditions.

To help bring Nulon’s focus on innovation to life in a way that appeals to all automotive consumers – from the people who just want to put the best quality oil in their cars, to the real motorheads who are looking for incremental performance gains – the new campaign focuses on the relentless pursuit of improvement.

To embody this pursuit, Edge put Nulon ambassador and stunt driver Matt Mingay of STUNTZ inc. to the test – asking him to beat his hill track lap personal best by racing his 950hp Chevrolet Camaro SS against a drone-projected laser programmed to challenge him to his best performance ever.
View ‘The Apex’ here.

Says Tom Murray, channel marketing manager, Nulon: “We are really proud of this work. Our brand ethos is all about doing things differently to the competition, innovating and not following category convention – so we needed an execution that brought that ethos to life whilst also (obviously!) shifting some oil. The Edge team responded well to this challenge with an idea that tells an innovation story in very different way.”

Working with Heliguys to bring this Australian-first concept to life, the campaign appeals to DIY car enthusiasts and consists of a 60sec brand video, social, digital and TV.

Says Richard Parker, executive planning director at Edge: “Our research showed that one of the main reasons people change their own oil rather than entrusting the job to a mechanic is so that they can be confident that the oil they choose means their car will reach maximum performance, every time. We wanted to get these people excited about Nulon’s new generation of engine oils with a fast-paced brand film that showcases the product under peak driving conditions.”

With a soft launch of the brand film in August, the full campaign is commencing in September. Edge handled both creative and media for the Nulon APEX+ launch.

Client: Nulon
Channel Marketing Manager – Tom Murray
Motorsports & Events Coordinator – Chris Dawe

Creative & Media: Edge Sydney
Executive Creative Director – Simon Langley
General Manager – Nicole Gardner
Executive Planning Director – Richard Parker
Senior Art Director – James Gillespie
Senior Copywriter – David Arns
Senior Designer – Waiton Fong
Director – Harry Roth
Producer – Grace Sheridan
Senior Account Director – Alice Sherrah
Associate Planning Director – Yanni Kyriacos
Media Director – Ryan Johnstone

Production Partners
Director of Photography – Joel Egan
Drone Team – Heliguy
Key Grip & Vehicle – Richard Allardice, Motorcrane
Lighting – Two Suns Lighting
Colourist – Matt Fezz
Online – Kenneth Zeng
Sound Design – Tone Aston, Rumble

VO Artist – David Field
Stunt Driver – Matt Mingay, STUNTZ inc