Caltex gets ‘Velocity’
Typography

‘Local is Lekker’. Petroleum supplier uses local film producer and local venue to shoot home-grown ad.

Velocity contracted

Caltex South Africa has shot and produced commercials locally for the first time in eight years, using local film and commercial production company Velocity

Local venue

Shot by Velocity Films at the Caltex Service station on Gie Road in Parklands, Cape Town, the ad is part of a brand campaign by Chevron South Africa (Caltex) promoting its modern forecourts and new Freshstop outlets.

Additional campaign mediums

The ad will be screened on all SABC channels, ETV and M-Net, while the complementary radio commercial is being flighted on East Coast, Jacaranda, Heart, KAYA FM, Highveld Stereo, KFM Stereo and Metro FM.

Billboard, digital, cinema and point of purchase advertising are included in the national campaign.

Commercial objective

Graham Lang, chief creative officer from Chevron’s agency Y&R says, “The 'Going' commercial aims to find a way to present the unique setting of a service station, how it brings people from all walks of life together to one place and can meet all their different needs in one location. The vision we had was to capture the life of a petrol station over a period to create the feeling that we are observing how consumers’ lives intersect at the petrol station. This commercial should be different for SA television, especially for petrol stations.

Duration

The campaign launched, on 22 October 2012 and runs until 31 October when the TV ad stops, although radio flighting stops two days prior on 29 October.

*Velocity Films Velocity’s producers recently took home Gold at the Clios, as well as two silvers and a bronze. The film company also won the Grand Prix at the Loerie Awards, and gold for direction in cinematography. The company can be contacted on tel: Johannesburg 011 807 0100 and Cape Town 021 424 4971 or visit www.velocityfilms.co.za.

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