Cameron Fleming. Copywriter.

 

Castrol: It’s Like This….

There’s all kinds of good sciencey stuff that goes into a bottle of Castrol GTX. But it’s all way too complicated for the layperson — say, an advertising copywriter — to understand. Just about the only way to get your head around GTX is through a few well-chosen analogies.

“Like a mermaid’s song to a lonely sailor.”

“It’s Like This…” :15

The cutdown kicks the analogies into hyperspeed, going from Joe Friday speed to John Moschitta speed.

Copywriter
Cameron Fleming
Art Director
Jorge Bache
Creative Directors
Don Miller
Ken Shuldman
KJ Bowen
David Fowler
Director
Hank Perlman

“It’s Like This…” South Africa

We also did a version for South Africa, and we traveled all the way to Long Island to shoot it. A “braai” is a barbecue.

Copywriter
Cameron Fleming
Art Director
Jorge Bache
Creative Directors
Don Miller
Tania Barker
Ken Shuldman
KJ Bowen
David Fowler
Director
Hank Perlman
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