That 76 Feeling

West Coast brand 76 was opening its doors in 40 new markets back east. My job was to come up with a holistic, integrated campaign spanning pre-roll, radio, OOH, digital, and social introducing drivers to the brand’s history and spirit of adventure.

 

Below is the manifesto I wrote for the campaign, along with a bunch of work meant to convey that 76 is all about having fun.

Pre-Roll

Traffic :30

 

Open on a driver stuck in traffic. The driver looks annoyed.

 

SPIRIT                                             Hey!

 

A wider two-shot reveals another guy riding shotgun. He’s dressed like a ‘70s race car driver in a full-body jumpsuit and goggles on his head.

 

DRIVER (startled)                            Ahh!

SPIRIT                                             What’s goin’ on?

DRIVER                                           Uhhhh... just stuck in traffic. Who are you?

SPIRIT (chuckles)                            I’m the Spirit of 76! Here to make driving fun again!

DRIVER                                           Okay. So, can you can get me out of this traffic?

SPIRIT                                             Oh. No. I can’t do that.

 

Awkward pause. The driver’s unimpressed. The spirit reaches into his coat and takes out two pinwheel toys.

 

SPIRIT                                              Buuut, I did bring these bad boys.

 

The spirit places a pinwheel toy in the driver’s shirt pocket.

 

SPIRIT                                              So... go crazy.

 

SUPER                                             Keeping the drive alive for over 80 years.

 

SUPER                                             76®. We’re on the Driver’s Side.

Stereo :30

 

Open on a driver on the highway. The driver fiddles with the stereo which isn’t working.  

 

SPIRIT                                              Hey!

 

A wider two-shot reveals another guy riding shotgun. He’s dressed like a ‘70s race car driver in a full-body jumpsuit and goggles on his head.

 

DRIVER (startled)                            Whoa! Hey!

 

SPIRIT                                             What’s goin’ on?

 

DRIVER                                           Uhhh, stereo’s broken. Who are you?

 

SPIRIT (chuckles)                            I’m the Spirit of 76! Here to make driving fun again!

 

DRIVER                                           So, can you can fix my radio?

 

SPIRIT                                             No. No, I don’t know anything about that.

 

Awkward pause. The driver’s confused.

 

SPIRIT                                             Buuut, I do know a number of classical show tunes.

 

The Driver’s unimpressed.

 

SPIRIT                                             AND a one, and a two, and a.... (spirit breaks out                                                              into song).

 

SUPER                                            80 years of the driving spirit.

 

SPIRIT                                             You know you can join in whenever... (spirit                                                                      resumes singing).

 

SUPER                                             76®. We’re on the Driver’s Side.

Radio

Feelin' It :30

Two guys are driving. The sound of the road can be heard in the background.

 

GUY 1                        Hey. You feel that?

 

GUY 2                        Feel what?... Oh!

 

GUY 1                        Yeah... That.

 

GUY 2                        Wow.

 

GUY 1                        Right?

 

GUY 2                        Yeah, that feels good.

 

GUY 1                        Very good.

 

GUY 2 (chuckles)      Gosh, kinda wish I could have this feeling all day.

 

GUY 1                        I know. I just filled up with Top Tier gasoline from 76. Which                                             means when we stop driving we won’t feel it anymore.

 

GUY 2                        ... Think we could go all day long?

 

GUY 1                        ... Absolutely.

 

V.O.                            Feelin’ it for over 80 years.

                                   

V.O.                            76. We’re on the Driver’s Side.

OOH

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