Lexington, KY, June 8, 2026 – Valvoline Instant Oil Change is setting out to redefine the quick oil change category with the launch of “The Ride Wrangler,” a new integrated brand campaign developed in partnership with creative agency 3Headed Monster. At a time when many quick service brands compete on speed, discounts, and pressure tactics, Valvoline Instant Oil Change is positioning itself as the smart choice for drivers looking for trusted expertise and confidence in their vehicle care decisions.
At the center of the campaign is The Ride Wrangler, a cowboy sage who helps drivers cut through uncertainty with straightforward wisdom, a dose of humor and his core truth of ‘change wisely.’
“‘The Ride Wrangler’ was created to capture the confidence and know-how that defines the Valvoline Instant Oil Change experience,” said Jake Lestan, Vice President of Marketing at Valvoline Inc. “In a category that often feels transactional, we wanted to bring a sense of personality, trust, and common sense back into the conversation, while reminding customers that doing it right matters.”
Across the 360-degree campaign, Valvoline Instant Oil Change aims to reinforce that it is the smart choice for smart people as a brand built on quick, easy, trusted service. The campaign is anchored by two 30-second comedic hero video spots, “Ride Wrangler 18pt” and “Ride Wrangler 270hrs.”
“The best ideas are often the simplest ones,” said Shon Rathbone, founder, CEO and Creative Chairman at 3Headed Monster. “The Ride Wrangler is built around the idea that when drivers have the right expertise guiding them, the smart choice becomes obvious.”
“The Ride Wrangler” is currently running across broadcast, CTV and OLV, in addition to social, display, OOH and radio. This is the first brand campaign from 3Headed Monster, after being appointed creative AOR in January of 2026.
For more information, visit Valvoline Instant Oil Change.
