Ken Block vs Castrol EDGE Titanium

How on earth do you advertise engine oil? It’s a question that makes it blatantly obvious to me that I’d be rubbish in an advertising agency.

It’s a substance that most car owners never even think about. It gets swapped when the car goes in for its annual service and most drivers will give it little more consideration than an occasional glance at the dipstick. Assuming they can find it.

Yet it’s a vital part of a healthy engine. The oil that runs through the internals is responsible for keeping the engine properly lubricated and that’s key to its long-term health. A healthy engine is friendly to your wallet too, both in terms of fuel economy and less chance of expensive repairs.

So we’re looking at something that’s really important but barely registers a flicker of interest from most people. How on earth do you convince them to sit up and take notice of something so uninteresting?

It’s a good job Castrol found someone with a bit of creative flair to think up a campaign for their new EDGE Titanium oil. First of all take some supercars, including a Lamborghini Aventador, BMW M4 and Audi R8. Then put some very skilled drivers behind the wheel, such as ever-so-slightly-famous Gymkhana ace Ken Block, DTM racers Augusto Farfus and Mike Rockenfeller, and Lamborghini test driver Adrian Zaugg. That should generate a bit of interest.

Next, setup a tricky course to test the drivers skills, and then turn out the lights. Yes, you set the whole thing in darkness, with just the beams from some xenon headlights, some well-placed spotlights and a few lasers to break up the unrelenting darkness. They probably should have picked Riddick to do the driving.

The result is the Titanium Strong Blackout and it seems to work quite well too, judging by this video.


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Author: Chris Auty

Voted the Breakthrough Blogger of 2013 by SEAT and the Guild of Motoring Writers , Chris has lived and breathed cars since he was old enough to say 'faster'. With a penchant for hot hatches and an allergy to public transport, he would much prefer to drive a bad car than never drive at all. Fortunately his family has learned to put up with this obsession and the internet has provided a channel for his ramblings.

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