Sunday, February 22, 2009

Castrol: It's More Than Just Oil

Bad Slogan

I'm finally getting around to posting the slogans from the Super Bowl ads. This one did nothing for me. It's not at all differentiated -- any brand can claim "It's more than just [product category]." This campaign could use a little more elbow grease.

28 comments:

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Anonymous said...

You're right "It's more than just oil." would be a pretty lame slogan. But you overlooked the second part of the slogan: "It's liquid engineering." Which I personally think is pure genius. And I had nothing to do with its creation. In fact, I stumbled across Castol's new advertising while reading the blog of branding guru Seth Godin: http://sethgodin.typepad.com/seths_blog/2009/04/making-commercials-for-the-web.html

wordnut said...

Not sure what Aaron would say, but I think you could just shorten the whole thing to "Liquid Engineering." The whole "more than just oil" just seems like a waste of time, words, and space.

Aaron Goldman said...

Wordnut - thanks for weighing in and for the link.

Anon - thanks for pointing out the back half of the slogan. I didn't catch it when I saw that spot. Not sure it does the trick though. What the heck is liquid engineering?!? Seems like they're over-complicating things. After all, it is just motor oil.

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Anonymous said...

I think its a good slogan, dont forget the end.
"Its more than just oil. Its liqiud engeneering."

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