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Refresh for Phillips fuel brand in new TV campaign
Shot on location at the new JET Dove Retail White Rose Service Station in Barnsley and throughout the stunning Peak District National Park, the TV spot is part of JET’s ongoing brand awareness programme, designed to increase visibility and consideration amongst new and existing customers.
A unique take on a classic road movie theme – the campaign film captures the journey through the eyes of the driver and features a man at a grand piano travelling through dramatic English countryside playing and singing Joe Jackson’s iconic 80s hit ‘Steppin’ Out’. He then briefly stops at a JET forecourt to refuel before hitting the road again to resume his memorable musical journey accompanied by the line: ‘Don’t let filling up slow you down’.
The ‘Keep on Moving’ campaign is the latest activity in an ongoing brand refresh for JET – the fuel brand of Phillips 66. In February 2019 JET debuted a new image programme for its fuel brand including updated logos, modern forecourt image and bright LED lighting. This was followed by the rebranding of JET’s Premium Fuel offer, JET ULTRA with the relaunch of the website in early 2020.
“We are continuing to invest in our brand and the growing retail business to be the best we can be for our drivers, our dealers and the local communities we serve” says Mary Wolf, managing director, UK marketing, Phillips 66 Limited. “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. It is a simple, straightforward ‘driver-first’ ethos that is perfectly captured in this new campaign.”
The 60’’ and 30’’ TV ad will air 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.