Publicis Sanchez Levitan – Pennzoil Spot To Run Mainstream.

Pennzoil-Quaker State Company has chosen a television commercial originally created for Hispanic consumers by the Dallas unit of Publicis Sanchez & Levitan, to run in English as part of their general market advertising. This is the first time Pennzoil-Quaker State Company has ever used an ad created for a specialized segment to target the mainstream market. Publicis Sanchez & Levitan is the Hispanic marketing agency of Publicis in the U.S., part of the Publicis Groupe, S.A.

The spot, entitled “Vigor,” demonstrates how Pennzoil ‘High Mileage Vehicle’ protects engines against the typical problems associated with cars with advanced mileage.

“We found in our testing that “Vigor” was highly impactful, and we think it will create a lot of buzz,” said Tami Talbert, director of Pennzoil brand management. “We are thrilled that Publicis Sanchez & Levitan produced such effective and creative work and we were proud to launch ‘Vigor’ in the general market.”

The comedic commercial features an elderly man who opens his bedroom door, shaking a bottle of “vigoroso 75” at his wife, who smiles and unties her high-collared, floral nightgown. He uses the same technique to rejuvenate his high mileage car, by producing a bottle of Pennzoil Higher Mileage Vehicle. The campaign also introduces the new tagline “Pennzoil. We’re Driving Protection.”

“Pennzoil’s confidence in our strategic and creative abilities is a testament to the high level of talent we have on the PS&L team,” said Rudy Bozas, principal, group account director, Publicis Sanchez & Levitan, Dallas. “We look forward to continuing to do great work for Pennzoil.”

“Vigor,” which has been airing nationally on Hispanic networks and cable stations since February, will run in the general on network and cable stations through October.

PS&L worked in cooperation with GSD&M, Pennzoil’s general market agency, to develop the campaign.