New Jiffy Lube Ad Campaign Begins Early OctoberHOUSTON--Oct. 9, 2001--What do you get when you combine the talents of a Grammy award-winning pop star, a hot Hollywood cinematographer, and one of the best sound engineers in the business? A remarkable blend of sounds and sights that will be used in the new advertising campaign from Jiffy Lube International, one of America's top franchises and most recognized names in the automotive care industry.
To convey the expertise, commitment, and team orientation of the Jiffy Lube certified technicians, both the radio and television commercials will feature the new tag line, The Well-Oiled Machine, developed by McCarthy Mambro Bertino of Boston.
"We believe that The Well-Oiled Machine is a terrific translation of the Jiffy Lube experience," said Anne Tawney, Senior Vice President of Marketing for Jiffy Lube International. "The Well-Oiled Machine is more than an advertising message, it is part of what makes us unique as a brand. With The Well-Oiled Machine as much of a consumer message as point of difference that Jiffy Lube employees can truly own and rally behind, the choice of talent to create the new advertising became critical."
Executives of Jiffy Lube wanted to make The Well-Oiled Machine memorable, and MMB answered that call by selecting a popular music hit as a backdrop for the new radio campaign. With a hit tune that seemed a perfect match for the oil-change experts, Sheryl Crow was approached to use her hit song, A Change (Would Do You Good) from her 1998 self-titled album. Crow's song will now be heard on several new radio commercials airing in local markets and nationally as part of network media buy through the end of the year and into 2002.
The Well-Oiled Machine campaign will begin in early October, and is the first broadcast effort by the new Jiffy Lube advertising agency, Boston's McCarthy Mambro Bertino since it was hired last spring. According to Fred Bertino, creative director of MMB and creator of the new campaign, "The Well-Oiled Machine brings the Signature Service oil change to life in a new way -- it will connect with consumers on both rational and emotional levels."
"The integration of music and message mirrors our goal of a totally integrated brand experience. We will use The Well-Oiled Machine on Jiffylube.com and in all of our upcoming outdoor, direct mail, print, point-of purchase creative," added Tawney.
John Schwartzman, whose many motion picture cinematographer credits include this year's Pearl Harbor, signed aboard to create the direction and visual feel for The Well-Oiled Machine's thirty-second television commercial.
"After spending time with Jiffy Lube technicians at the service centers, I realized that the spot just had to feel like a love letter written for a car," said Schwartzman whose Hollywood projects also include Armageddon, Ed TV, Conspiracy Theory and The Rock. "We created a small movie that transcends the action of vehicle servicing. They (Jiffy Lube technicians) are craftsmen at work and are truly better than everyone else."
The new television commercial will also feature the work of soundman-extraordinaire Jeff Elmassian, who recently received acclaim for his work on the award-winning Nike spot that combined the rhythm of bouncing basketballs with the squeak of athletic shoes. The blending of sounds created an unforgettable "hip-hop" sound palette for the footwear giant. Elmassian has been called on to apply similar audio production talent to create a rhythmic, musically charged cadence of Jiffy Lube technicians at work.
"There is a musical metaphor for the spot," Elmassian said, "We make the sounds work together like they were intended to be musical instruments. The commercial makes Jiffy Lube servicing come alive in a dramatic, powerful way."
McCarthy Mambro Bertino is a full service marketing communications agency that was formed in April 2001. The agency's billings have grown to over $50 million in five months. Its founders include Joe McCarthy, formerly global advertising director for Nike; Fred Bertino who, among other roles, served as President of Hill Holiday for 10 years, and Jamie Mambro, a high-powered freelance creative director and former executive creative director at Hill Holiday. MMB has assembled a top caliber staff of more than 30 professionals from major agencies around the country. Along with Jiffy Lube, its clients include Thomasville Furniture.
Jiffy Lube, located on more than 2,100 of the busiest street corners in America, is synonymous with convenient car care. The company pioneered the fast oil change industry in 1979 and today serves in excess of 29 million customers each year. Jiffy Lube International is a wholly owned subsidiary of Pennzoil-Quaker State Company , a leading worldwide automotive consumer products company, marketing more than 1,300 products with 20 leading brands in more than 50 countries. The top-ranked company in the Automotive Category in Entrepreneur Magazine's Franchise 500 for the last four years, Jiffy Lube was ranked fourth in the magazine's Top 10 franchises for this year. The company recently earned the American Marketing Association's Crystal Award for its vehicle safety awareness program.