Pennzoil: Pennzoil Airlift Drift

Credits & Description:

Brand: Pennzoil
Media: Online
Category: Automotive
Agency: JWT
Geo: United States
Pennzoil: Airlift Drift
Advertising Agency: JWT, Atlanta, USA
Chief Creative Officer: Perry Fair
Executive Creative Director: Jeremy Jones
Group Creative Director: Dustin Tamilio
Copywriter: John Huddleston
Art Director: Erin Fillingam
Producer: Daryll Merchant
Account Director: Erin McGivney 
Senior Planner: James Robbins
Production company: The Embassy
Director: Ozan Biron
Executive Producer: Trevor Cawood
Editor: Ozan Biron
Assistant Editor / Conformist: Brendan Woollard / Cycle Media
Director of photography: Manoel Ferreira
Visual effects: Imagine Engine
Visual FX Supervisor: Bernhard Kimbacher
Onset Supervisor: Neil Impey
Precision driver: Rhys Millen
Content production company: Lemonade Films
Executive Producer: Ted Herman
Production Supervisor: Philip Fyfe
South African service company: Uncle Morris Films
Line Producer: Steven St Arnaud
Production Manager: Herman Warnich
Prod Coordinator: Andrea Scott
Colorist: Dave Hussey / Company 3
Sound Design: Charles Deenen / Source Sound
Description of the Project:
We created an online film called “Airlift Drift” showcasing the performance of Pennzoil motor oil in a way no one has ever seen before.  It’s the first motor oil film of it’s kind and uses nothing but the sound of the engine and the performance of the vehicle to illustrate the benefits of the product. To date the film has amassed over 3.5 million views, 40,000 shares and has received 100 stories covering the mini-film generating more than 4 million media impressions and more than $400,000 in comparative advertising value.
The vehicle featured in the film is a Dodge Hellcat Challenger. It’s the fastest and most powerful muscle car in the world featuring 707hp.  The buzz created from Airlift Drift led to the car being sold out at Dodge Dealerships all over the United States. It also had people custom ordering them in Pennzoil Yellow, which the car doesn't come in. Culturally we also launched the spot during the week of the new "Fast and Furious 7" movie, after watching our film pop culture lit up and thought it was a teaser from "Fast 7" and even credited us with creating something better, begging for more of the film.