MR. LUBE FADES AWAY IN LATEST SPOT
By Adnews Staff
Automotive quick lube service provider Mr. Lube is in the midst of a multi-media ad campaign designed to build the company a reputation as "The Fluid Experts". Created by Toronto-based Goodgoll Curtis Inc., the campaign consists of a 30-second television ad, six 30-second radio ads, billboards, point of sale materials and a Web site. The television spot, called "Invisible Car", depicts a woman sitting in a car which fades into transparency until only its circulating fluids are visible. A voice-over says, "At Mr. Lube, this is how we see your car." According to Brian Hickling, creative director at Goodgoll Curtis, "The TV spot uses a combination of live action and state-of-the-art digital animation to illustrate that Mr. Lube sees you car differently than anyone else." The computer animation was created by VooDoo Arts of Montreal. Television production was handled by Radke Films of Toronto, while radio production was handled by Pirate Radio of Toronto. The broadcast ads began in late March and will continue through the spring, commencing again in the fall. The Web site, <http://www.thefluidexperts.com> debuts this month. French media will follow, says the company.