A different kind of fast moving consumer goods.
A new range of motorcycle oils to be launched in half a dozen different markets around the world to passionate individuals who have one thing in common. They all need something different. And with this press campaign, that’s precisely what they got.
Advertising which, in a very crowded, bike-obsessed environment, stuck out like a beacon and took these Castrol products from a standing start to number 1 in the market.
You can’t pull the wool over a biker’s eyes and expect to get away with it so it was imperative that we immersed ourselves in all the technical and emotional details of riding fast bikes. It helped a lot that one of us does.