Automotive - Aftermarket

Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.

1996 BRONZE

Heritage

The "Heritage" campaign was developed to convince "Lone Rangers," the Mobil Motor Oil target audience, that Mobil oil is a trusted brand of oil--that Mobil has over 125 years of experience producing quality oil products. The main objective of the advertising was to reposition Mobil oil to compete more effectively with top tier brands and break away from the "gas station pack" of motor oils. By demonstrating Mobil's rich and surprising heritage in being the oil selected for many critical tasks (from Lindbergh's transatlantic flight to the Space Shuttle today), we were able to find an impactful way to put the brand on the same emotional footing as the leading brands in the category.

Brand: Mobil
Client: Mobil Oil Corporation
Agency: Grace & Rothschild Advertising
Language: English

1996 BRONZE

Natural Woman

The "Natural Women" campaign established the brand's unique positioning--a haircolor with ingredients and natural, likeable/relatable image generating purchase among new and competitive users to achieve the #1 share position in its segment (Level 2).

Brand: Clairol Natural Instincts
Client: Bristol-Myers Squibb Co.
Agency: JWT New York
Language: English

1995 SILVER

US WEST Home Office Consultants

In response to current and anticipated growth in the home office market, and the need for professional telecommunication solutions to home office needs, U S WEST executed a multi-media direct response campaign designed to establish awareness of and generate inquiries about its communication services among home office workers.

Brand: U S WEST
Client: US West Communications, Inc.
Agency: Campbell-Mithun Esty
Language: English

FINALISTS

Sunoco Fuel Your Best

Mobil Colombia De Camioneros A Protagonistas De Novela

Mobil Colombia Somos Imparables