Disrupting the Category While Building Trust

Our assignment was to create an iconic campaign that separates and elevates Valvoline Instant Oil Change above their competitors. Consumer research revealed that car care is a commoditized mystery to most people, but VIOC had an underutilized advantage as the brand that consumers intuitively trust. In a category with so many brands promising a quick transaction, this left the high ground of expertise open for the taking.

We positioned Valvoline Instant Oil Change as the smart choice. Creatively, we manifested that strategy with a disruptive and memorable character called The Ride Wrangler, a cowboy sage who urges folks to “Change Wisely.”