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
Digital Static Banners
