This :30 opens like your typical high-performance SUV commercial, with the powerful vehicle effortlessly taming rugged terrain. But after watching the SUV slosh through mud and successfully navigate the difficult course provided by Mother Nature, the spot takes a surprising detour.
The SUV comes to a halt and the driver hops out, presumably to stretch and reflect on his adventurous ride. He then walks to the front of the vehicle and bends down as if to check its undercarriage. At that point, we discover that the SUV was carrying another passenger: a SpeeDee Oil Change & Tune-Up employee who was clinging to the car’s underside during the entire ride. We see his head emerge, and he peers up from beneath the vehicle.
The mud-splattered SpeeDee mechanic informs the driver that the SUV’s belts and transmission are fine, and the only problem is with the water pump, which is easily fixable. Then the driver gets back behind the wheel and the SUV speeds off with the SpeeDee guy still hanging onto its underbelly. The spot ends with the SpeeDee logo and a voiceover sharing the slogan, "Whatever It Takes."
This offbeat ad, which quickly transitions from cliché vehicle running footage to a humorous pitch for SpeeDee, was directed by Rick Dublin of Motel Films, Hollywood, for agency J. Stokes & Associates, Walnut Creek, Calif.
Kathryn Turk executive produced for Motel, with Terri Brook serving as producer. The spot was shot in Westlake Village, Calif., by DP Bernard Auroux.
The J. Stokes creative team consisted of agency executive Jim Stokes, creative director M.L. Haynes, art director Bob Brihn and copywriter Jef Loeb.
Mike Weldon of Channel Z, Minneapolis, was both offline and online editor. Colorist was Oscar Oboza of Hi-Wire, Minneapolis. Carl White of Brahmstedt White Noise, Minneapolis, served as sound designer/audio mixer. "Oil Leak" is part of a two-spot Motel Films-produced campaign that will debut next month on cable in select Northern California markets. The other commercial is titled "Tune-Up."
