Pep Boys

Let’s face it, getting a unique gift for Dad is near impossible, especially for Father’s Day. Finding an original and personal gift for the man who claims to have everything he needs in life is a massive undertaking. Obviously, themed ties are off the table. Golf accessories have reached a ridiculous level worthy of Rodney Dangerfield. And yes, one man CAN have too many grill tools. So what is a person to do for the man who sacrifices so much? A gift that will fuel dad’s mojo. It seemed our only choice was to invent something. So we did. An original, personal and manly gift for dad on Father’s Day. Made out of motor oil. After all, what’s manlier than motor oil?

AGENCY: MullenLowe

CREATIVE PARTNER: Matt Mason CD/CW

DESIGN: Mike Herman

Results:

In only eight days, we received over 650 submissions and over 18,000 page views with a 3.5-minute view time. Our concept video was watched over 100,000 times on YouTube and the campaign gathered nearly 900,000 social impressions. Our 1.94% engagement rate embarrassed the industry average of 0.58% and our 1.35% click-through rate down right shamed the industry average of 0.297%.  Not too mention, over a hundred really happy dads on Father’s Day.