The truth is that people have a relationship with their cars. They treat them like they’re part of the family. Some even name them. So why not take that truth in an arresting, entertaining direction by bringing cars to life? Besides, who better to introduce the benefits of Chevron with Techron’s cleaning additives than the ones benefiting the most – the cars themselves?
Partnering with Charlie McQuilkin of Young & Rubicam, who proposed the idea, we created cars with the personality and attitudes of real people. Taking a cue from Aardman Animation’s Oscar-winning animated short Creature Comforts, the voices of the cars were created from live, spontaneous conversation with car owners about things that mattered to them. Nothing was scripted. The spots were painstakingly edited together, and, with a follow-up recording session that added the product’s name, we ended up with 30 seconds of natural, heartfelt opinions from Chevron’s Talking Cars.
It was shockingly different from what was being run by Chevron’s competitors and broke through the clutter.