JET: Keep on Moving
TV Commercial review
Heart or Humor
isobel is today launching a new campaign for JET – ‘Keep on Moving’ – the first TV advertising for the UK fuel brand in more than 20 years.
A unique take on a classic road movie theme – the campaign film features a man at a grand piano ‘driving’ through dramatic English countryside playing and singing Joe Jackson’s iconic 80’s hit ‘Steppin’ Out’. He then briefly stops at a JET forecourt to refuel before hitting the road again to resume his musical journey accompanied by the line: ‘Don’t let filling up slow you down’.
Commenting on the campaign Ben Stump, Creative Director, isobel says: “Since 1954 Jet have been on the side of the driver, aiming to get you in and out quickly. They understand that whatever you drive, or wherever you’re going, you just want to ‘Keep On Moving’. Through one man’s love of the open road (and a good old sing-song), this commercial is a beautiful celebration of that.”
The ‘Keep on Moving’ campaign is the latest activity in an ongoing brand refresh for JET – supplied in the UK by the major wholesale and fuel provider Phillips 66 Limited – and is designed to increase visibility and consideration amongst new and existing customers.
“In fine tuning the JET brand our aim is to improve the experience for our customers and to give the drivers who visit our forecourts everything they need and want to continue their journeys quickly and safely.” says Mary Wolf, Managing Director, UK Marketing, Phillips 66 Limited “It is a simple, straightforward ‘driver-first’ ethos that is perfectly captured in this new campaign.”
The 60’’ and 30’’ TV ad will air from Tuesday 1st September throughout September across the Midlands and the North of England. Other elements of the Keep on Moving campaign will be rolled out nationally on social media throughout the month.
Client: JET (Phillips 66 Limited)
ECD: Rob Fletcher
Creative Directors: Ben Stump & Simon Findlater
Planner: Sarah Sandford
Production Company: Chief Productions
Director: Nate Camponi
Producer (in-house): Amy Hansen
Producers (Chief): Colin Offland & Luke Filz
Media Agency: Pintarget
Region: SKY Adsmart; Northern England and Midlands
Business Director: Lisa Roscoe
Account Manager: Zoe Coleman