ConocoPhillips Co.’s newest digital commercial to promote Kendall GT-1 Motor Oil with Liquid Titanium, received a Silver ADDY Award from the American Advertising Federation. It is the company’s second ADDY win in two years.
The video, titled “Sounds Like an Oil Change,” was acknowledged by the ADDY committee for sound design. ConocoPhillips Lubricants produced the video to highlight the brand’s offerings and to complement the two preexisting digital videos, “Precision Burnout” and the nationally recognized, Silver ADDY Award-winning “Metal on Metal.” Shot in one take, the 90-second video features automotive technicians creating a melodic tune from make-shift instruments found within a lube shop while completing an oil change using Kendall GT-1 Motor Oil with Liquid Titanium.
“After the success and viral buzz generated by our first two digital videos, we wanted to keep the momentum going to support Kendall GT-1 Motor Oil with Liquid Titanium,” said Marshall Cohen, director, Brand Management at ConocoPhillips Lubricants. “We developed ‘Sounds Like an Oil Change’ to further enhance our robust marketing campaign and continue driving awareness for the Kendall Motor Oil brand. We are proud to accept national recognition for this video alongside our agency partners.”
In 2010, ConocoPhillips Lubricants worked with TVP (Texas Video & Post) of Houston, which produced the commercial, and its Austin-based advertising agency, T3 (The Think Tank), which developed the concept.
“We worked with ConocoPhillips Lubricants to develop an engaging concept that would get more people talking about Kendall Motor Oil with Liquid Titanium,” said Denny Phillips, Associate Creative Director at T3. “We wanted to show people something they had never seen before, so we brought an oil change to life through music and captured it all in one take.”