When it comes to motor oil, let’s face it, it’s about as exciting as watching paint dry. Everyone says their oil is the best for performance, the longest lasting, or even “good for your engine’s health”. But who really cares? So, instead of trying to convince people we’re the best, we decided to take a different approach and proudly proclaim that we’re the worst.

We wanted to create a campaign that would stand out in a sea of sameness, so we decided to borrow the look and feel of other “oily” industries like tanning oil and hair oil to give our message an added layer of unexpectedness. We featured comical and exaggerated scenarios of how our oil is terrible for performance, short-lived and even “bad for your engine’s health”.

The campaign was a hit and we won the first Gold Latam Effie Award in the history of Chile. So, next time you’re at the gas station in Chile, forget about the best motor oil, just pick the one that’s the worst and thank us later.