PENNZOIL / AIRLIFT DRIFT
This campaign was led by an online film first rather than a more traditional TV-driven approach; shedding the advertising norms of its category by dropping claim-based language and product shots to show, not tell, the NEXT LEVEL performance. We deliberately excluded music and VO from the film so consumers can hear the performance through the engine – targeting a visceral reaction. Airlift Drift spawned a performance driven series entitled Joyride.
