JET has unveiled a new campaign that takes a humorous look at how the fuel brand takes the drama out of driving.
Featuring a variety of films plus digital activity, the campaign explores a series of stressful, ‘dramatic’ scenarios that drivers often experience with an unexpected laugh-out-loud comedy twist.
In one film a bridesmaid weeps and wails on a JET forecourt, yelling: “We don’t have time to fill up!” Her mood instantly changes when her wedding buddy announces that it’s all done and they drive off calmly with the end-line ‘here for drivers not dramas’.
In another scenario, a driver is in full meltdown mode as the last drop of windscreen washer liquid leaves the tank – only for his mood to change immediately as his wife, sitting beside him, hands over a new bottle.
Snacks, coffee and premium fuel are topics covered in a tongue-in-cheek manner to get across the key messaging that there are no dramas at JET.
Rob Runnels, Phillips 66 UK Marketing Brand Manager, said the campaign “is full of humanity and humour – and truly captures the unique spirit and personality of the JET brand”.
He added: “Deliberately over the top and ‘dramatic,’ the scenarios are nonetheless relatable and will resonate with our customers. This is a campaign to be proud of – one that puts a smile on your face and stands out for all the right reasons.”
The new campaign comes two years after the award-winning ‘Keep on Moving’ TV ad that featured a man on a grand piano ‘driving’ through the British countryside to the Joe Jackson hit Steppin’ Out.
The new ‘driving not drama’ campaign lands amid a busy period of growth and development for the fuel brand. The JET Refinery flagship site (where the new films were shot) re-opened late last year following a £3m overhaul, and JET’s EV offer ‘JET Charge will officially launch later this year at a small number of sites initially. The brand continues to grow its portfolio across the UK with nine Petrocell sites joining the JET family in May.
