Valvoline SynPower pays tribute to horsepower in the new ‘Man like horsepower’ campaign via MJW
MJW has released its first campaign for new client Valvoline, that pays tribute to horsepower and its effect on man.
With every grunt of the engine, modern man is taken back further to his primal self. Only when he emerges from his high-powered car does he go back to being a regular guy.
Directed by Primo’s Nico Perez Veiga, the film is set to the classic tune Mannish Boy, re-recorded for this project by Massive Music.
The film will run on TV and in cinemas, integrated through press, outdoor, POS, digital, experiential and social, including a 
music video for the full length version of the track.
The campaign serves to strengthen Valvoline’s status in synthetic oil by reinforcing the horsepower superiority of Synpower.
Agency: MJW
Creative Director: Neil Flory
Copywriter: Neil Flory
Snr Art Director: Jon Foye
Snr Designer: Eeuwout Baart
General Manager: Ricardo Larriera
Head of Strategy: Scott Davis
Head of Client Service: Steve Davis
Production Company: Primo
Director: Nico Perez Veiga
Co Director: Brian Kazez
Executive Producer: Carolina Cordini
Producer: German Lentini
DOP: Jose Luis Garcia
Art Director: Gimena Macri
Music: Massive Music
5 Comments
This is awesome!
Great idea… really well executed… Like it a lot
It looks great… but how on earth did it get through the ASB? A whole bunch of reckless kinda stuff there.
Will never run on TV. Ever.
@Mike I take it the great idea you are referring to is to combine a shit load of mindless bogan activity with a rock standard? The ideas lean know what I mean… bring back Lawsy