Making a clean sweep

Says Leon van den Heever, account director at Y&R, "We needed to talk to everyone who loves their car, and thus used 'un-fuel like' elements for maximum reach."

"Our creative strategy revolved around the personification of the new Techron ingredient in Caltex petrol that is unsurpassed in cleaning your car's engine and keeping it clean. We used a visual identity of 'Little Cleaners', seen in different parts of a car's engine, using standard cleaning equipment such as brooms and mops to dimensionalise the actual cleaning of the inside of the Engine that Caltex with Techron delivers.

He says the campaign uses various unusual elements, such as building wraps, pylon wraps, 10-second television pre-news 'clocks' and using the classified sections of major newspapers for strategic placement.

"The TV campaign itself takes a fun, yet technical, approach with the 30 second launch commercial, to the tune of the well-known 'Carwash' song, highlighting specific brand benefits, using the 'Little Cleaners' to ensure a common thread is driven throughout the campaign," concludes Van den Heever.