Automotive - Aftermarket

Animals

The "Animals" campaign - which was the creative outcome of Right Guard's sport (re)positioning - successfully addressed the need to contemporize the brand image and increase its consideration among younger users. It is based on a sports theme and stars "rough and gruff" sport celebrities that are humorously placed in extremely civilized situations. The use of the tough athlete is intended to provide linkage to and credibility for the brand's wetness and odor benefits.

Brand: Right Guard
Client: The Gillette Company
Agency: N.W. Ayer & Partners
Language: English

NAPA Trade Campaign

Brand: NAPA Auto Parts
Client: NAPA - National Automotive Parts Assc.
Agency: WestWayne, Inc.
Language: English

Chevron's Car Characters Campaign

With its "Car Characters" campaign Y&R used an entirely new approach to communicating with consumers about gasoline. In a non-technical and very involving way these likable, talkable cars delivered Chevron's key message points: namely, that Chevron's New gasoline with Techron help clean your car's engine. The campaign was also successful in presenting a warmer and friendlier personality for Chevron.

Brand: Chevron
Client: Chevron Corporation
Agency: Y&R San Francisco
Language: English