Engen recently launched a new television commercial that follows a man on an epic road trip, from the arid plains of the Tankwa Karoo, through the fynbos of the Cape and all the way to the Atlantic Ocean.
It’s a concept that uses one man’s story to bring the brand truth to life. That Engen, through its wide range of offerings, not only facilitates the physical journeys of millions of South Africans but, by living the ‘With us you are Number One’ philosophy, it is able to bring our emotional journeys to life as well.
This was the brief that Engen’s Group Brand Manager, Lesley McDonough, gave to advertising agency, FCB Cape Town.
“We wanted the message of this advert to reinforce the brand’s long-standing philosophy – ‘What matters to you, matters to us’. Engen is a business built around people, and with this commercial we wanted to focus on the important part that our products and services play in the lives of our customers. We wanted to demonstrate that we are always alongside them on their journeys, wherever they might need to go.”
The emotive soundtrack was written and performed by Theo Crous and Arno Carstens, with lyrics by Aaron Harris. The visual treatment celebrates South Africa’s spectacular landscapes and, true to the brand strategy, it allows the customer to be the hero, with subtle Engen branding throughout.
FCB Cape Town Executive Creative Director, Mike Barnwell, explained the rationale behind the ad:
“Engen has built its brand around the needs of the people it serves. Its philosophy goes beyond the words under the logo, it exists in every part of the business. From the way it develops new products, to the experience it creates on its forecourts.
“The commercial needed to celebrate this. And show the way in which Engen makes a positive contribution to the personal stories that happen on our roads every day.”
Client: Engen Petroleum
Group Brand Manager: Lesley McDonough
Agency: FCB Cape Town
Executive Creative Director: Mike Barnwell
Creative Director: Aaron Harris
Group Head: Art Director Riaan van Wyk
Group Head: Copywriter Andre de Wet
Strategy: Robin Nixon & Krystal Schroder
Account Management: Nadja Srdic, Jonathan Chipps & Will Human
Production House: Egg Films
Director: Kevin Fitzgerald
Producer: Caz Friedman
Post Production: Searle Street Post/Upstairs/The Workroom
Music: Theo Crous & Arno Carstens, with lyrics by Aaron Harris