HOUSTON - A new Jiffy Lube® advertising campaign spotlights a diverse group of customers who depend on their vehicles--and Jiffy Lube--to keep their lives moving. "Testimonial" includes new television and radio spots, as well as print and online creative developed by Boston-based agency, MMB. The campaign will launch in local markets across the United States and Canada in April.
All spots feature real Jiffy Lube customers who loyally patronize the world's largest fast-lube provider for its convenient and dependable services. The new television spots are named "Comedian," "Father and Daughter," and "Gospel Singer" and the new radio spots are named "Basketball Referee," "Busy Mom," "Comedian," "Father and Daughter," "Gospel Singer," "Notary," and "Personal Assistant." Spanish versions of "Comedian" have also been produced for television and radio. "Notary" is a Spanish-only radio spot. Many of the customers starring in the campaign's television and radio spots are also featured in direct mail, outdoor and Bus King print executions.
"Jiffy Lube customers are very diverse in how, where and when they use their vehicles," said Lisa Carlson, global director of marketing at Jiffy Lube International. "The "Testimonial" campaign reflects our mission to get even closer to our customers and meet their individual car-care needs."
"This campaign is not only the most customer-focused campaign we've ever done, it's the most integrated, as well," said Fred Bertino, president and co-creative director at MMB. "We're excited about its potential to drive greater top-of-mind awareness and understanding of all the services Jiffy Lube performs - and drive car count at each Jiffy Lube service center.
"Gospel Singer" features gospel music performers, The Pace Sisters from Atlanta, who count on their SUV to get them to gigs across North America but often forget to have it serviced until just before their road trips begin. Sister Leslie explains they take their SUV to Jiffy Lube because there is, "no appointment necessary, we're in there and out and on our way." While their SUV is being serviced, The Pace Sisters are shown harmonizing in the Jiffy Lube waiting room.
"Comedian" features Isaac Giron, a stand-up comedian and Jiffy Lube customer who last year logged more than 43,000 miles traveling to nightclubs in Seattle, Las Vegas and Los Angeles. "If my car is not working, I'm not working," he explains. "Jiffy Lube waiting rooms are a great place to try out his new material. I've got a captive audience there, which is a shame for them."
"Basketball Referee" features Bill, a basketball referee who puts 20,000 miles on his car every year driving to gymnasiums, schools and arenas. "I need to be at the gym on time so that the fans can heap abuse on me when they don't agree with the call I've made," he muses. At Jiffy Lube, "They explain to you your options, it's your decision."
"Busy Mom" features fitness instructor Natalie, whose days are filled shuttling her two children to all of their commitments. "It's nice to know that I can pop into a Jiffy Lube without an appointment," she says. "They're fast, they're friendly, they're nice ? it couldn't be easier."
"Personal Assistant" features Carrie, who drives all around town running errands for her boss. "It's incredibly easy to find locations," she says. "I can get into Jiffy Lube anytime I need to and I know that I'll be in and out."
"Notary" features Monica, a notary public whose car is critical to her work. "I would recommend Jiffy Lube to all of my friends, because being a professional myself, I trust the professionals at Jiffy Lube," she says.
Jiffy Lube, with more than 2,200 service centers in North America, services approximately 27.5 million vehicles each year. Jiffy Lube pioneered the fast oil change industry in 1979 by establishing the first drive-through service bay, providing customers with faster professional service for their vehicles.
Headquartered in Houston, Jiffy Lube International is a wholly owned, indirect subsidiary of Shell Oil Company. Visit www.jiffylube.com to learn more about Jiffy Lube and vehicle care.
Editor's Note: Television, radio and print ads are available electronically upon request.
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