Jet Carousel is the latest creative in the retail filling station’s Keep on Moving series and will be supported by a radio ad featuring Scottish voiceovers.
Everyday people take centre stage in the campaign, which spotlights Jet forecourts and celebrates the people who keep communities moving and drivers refuelled and recharged.
At the centrepiece of the creative is a rotating set featuring three acts: the morning school run, a road trip with friends; and a trio of colleagues playing a familiar game of ‘pump up to…’ an exact number.
Each scene shines a light on the human face of Jet: From a time-pressed mum helped by an attentive staff member after leaving her coffee behind; to students on a road trip grappling with a stubborn car boot. The film closes with the campaign’s endline: ‘For every journey, there’s a Jet’.
The campaign will run for four weeks across: Video on Demand, including ITVX, Channel 4 and Sky Go, as well as social media, including Instagram, TikTok, Facebook, LinkedIn and YouTube. Further elements of the campaign, including UK-wide radio ads featuring both English and Scottish voiceovers, will follow later in the year.
“With this latest iteration of the popular ‘Keep on Moving’ series, we wanted to celebrate the people of Jet and the power of human connection,” said Áine Corkery, Manager, Brand, UK Marketing, Phillips 66 Limited. “This campaign shines a spotlight on the journeys we enable, the communities we’re part of, and the everyday customers who visit our sites.”
Ben Stump, Executive Creative Director at isobel, said: “At the heart of every Jet are real, down-to-earth people who are proud locals in their communities. That humanity is what makes Jet uniquely Jet. So, bringing this idea to life with a full-scale, real carousel, instead of relying on CGI or AI, felt almost as important as the idea itself.”
