15/7/24: Leading fuel brand, JET, has launched the new ‘Keep on Moving’ 2024 campaign – a creative evolution of the popular, ‘Wes Anderson-style’ TV ad from last year.
‘Morning, noon and night’ – created in collaboration with London ad agency, isobel – takes viewers on a seamless journey from a perfect blue-sky daytime scene to a dusky evening setting, as the fleet of two drive off into the night. The new TV and VOD film blends two iconic scenes from the original campaign: one car carries yellow balloons (symbolising JET’s fuel offering) and the other with light bulbs (representing JET CHARGE EV services) – that re-inflate/brighten as they pass through the service station.
Running across ITV and ITVX in the Yorkshire, Tyne Tees, Anglia, Central Scotland and Central UK regions, the ad has been carefully targeted to key JET locations and will feature on breaks between some of the UK’s most popular TV shows including This Morning, The Chase and Emmerdale. The campaign also includes a multi-format social media campaign airing on YouTube, Facebook, Instagram & TikTok that will run for six weeks.
The launch of the revamped campaign comes hot on the heels of the announcement of the fuel brand’s 70th-anniversary celebrations, which include a retro logo design and a series of platinum-themed marketing activities that will continue throughout the year.
“We wanted to build on the stand-out success of last year’s ad campaign, but with a new spin,” says Áine Corkery, Manager, Brand, UK Marketing Phillips 66 Limited. “As a driver-first brand, our commitment to helping drivers get back on the road quickly and safely remains unchanged – and our Keep on Moving campaign continues to resonate with UK drivers.”
