Damn it’s exciting when someone comes up with a really striking commercial in a really mundane category with a history of really dull advertising. The Monkeys has created the Lone Rider, with his “Mad Max” machine and humorous musings, for Gulf Western Oil, Australia’s largest manufacturer of lubricants.

The agency was given the company’s reputation as the makers of the only engine oil tough enough to withstand the harsh Australian conditions. Here is its advertising solution, and Gulf Western Oil’s first major brand campaign.

To make sure that the Lone Rider’s vehicle was as impressive and capable as the oil itself, Gulf Western Oil turned to vehicle concept designer, Peter Pound, and vehicle builder, Harry Dakanalis, who had previously brought the cars in the Mad Max films to life. Then Scoundrel director, tim Bullock added his magic.

The commercial is running online and on Gulf Western Oil’s social channels. The behind-the-scenes film is also running online.

Gulf Western Oil managing director, Ben Vicary, stated, “Celebrating our brand’s spirit of determination, our latest campaign seeks to inspire Aussie motorists with the Lone Rider’s grounded and observational wisdom.”

The Monkeys creative director, Benn Sutton, added “Motor oil marketing is traditionally horribly dull stuff where someone drones on about technological droplets. So it was an absolute joy to work with Ben and his team at Gulf Western Oil who wanted to tell an entertaining product story that captured the spirit of the Australian customer and the land they operate in.”

The Monkeys & Gulf Western Oil: And you thought motor oil advertising would always be dull


Client: Gulf Western Oil
Managing Director: Ben Vicary
General Manager: Nik Alpert
National Sales Manager: Peter McColl
National Design Manager: Christine Gauci

The Monkeys & Gulf Western Oil: And you thought motor oil advertising would always be dull

Creative Agency: The Monkeys, part of Accenture Interactive
Group Chief Executive Officer & Co-Founder: Mark Green
Group Chief Creative Officer & Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Managing Director: Matt Michael
Chief Strategy Officer: Fabio Buresti
Executive Creative Director: Vince Lagana
Creative Director: Benn Sutton
Creatives: David Klein, Mike Burdick, Danny Pattison & Barnaby Packham
Senior Planner: Joe Harris
Business Director: Jack Stone
Head of Production: Penny Brown
Senior Integrated Producer: Kat Stephens

Production Company: Scoundrel
Director: Tim Bullock

Executive Producer: Kate Gooden
DoP: Shelley Farthing-Dawe
Vehicle Concept Artist: Peter Pound
Vehicle Build Supervisor: Harry Dakanalis
Vehicle Construction: Harry Dakanalis & Ben Toyer – Pro Action Stunts
Production Designer: Aaron Crothers

The Monkeys & Gulf Western Oil: And you thought motor oil advertising would always be dull

Casting: i4 Casting – Joseph Wijangco

Offline Editor: Adam Wills
VFX: Fin Design + Effects
VFX Supervisors: Justin Bromley & Alex Pattinson
Executive VFX Producer: Alastair Stephen
VFX Producer: Isabelle Howarth

Colourist: Ben Eagleton @ BE Colour

Sound Design: Song Zu
Designer: Simon Kane
Executive Producer: Katrina Aquilia

Music Composition: Damian De Boos-Smith @ MADBS Composing Palace

Stills Photographer: Klint Collier
Stills Digi & Assist: Diego Lorenzo José

Making of Creatives: Danny Pattison & Max Rapley
Videographer: Timothy Parsons
Editor: Kyle Brandse @ The Monkeys

The Monkeys & Gulf Western Oil: And you thought motor oil advertising would always be dull



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