A late April Spanish campaign called ‘Not All Fuels Are The Same’ from Repsol promotes its fuel range promotes its MotoGP Championship sponsorship of the Repsol Honda Team and is built around a series of spots starring eight-time MotoGP champion rider Marc Márquez.
Leveraging the team’s sponsorship in the early stages of the 21-round 2022 MotoGP season – which runs from March to November - a trio of spots feature protagonists throwing caution to the win and going a little crazy because that’s what Márquez would do. The idea is to drive home a message that the brand’s fuels are not like those of their competitors and that it is normal for Repsol fuel customers to feel like champions as they are using the same product as serial winner Márquez.
Launched on 25 April, the campaign states that ‘when you use Repsol fuel, you feel like Marc Márquez himself’ and urges viewers to ‘find out with #TeamRepsol and enjoy fuel discounts on your refueling with Waylet and Solred’.
The three comic spots, which run on Spanish television, digital media and across brand and team digital and social platforms, all seek to make the audience smile. Each is set in an everyday situation which becomes special when customers use Repsol fuels and feel like Márquez.
One spot takes place during a work meeting in which, after being congratulated by her colleagues, a young women finishes her successful presentation by opening a celebratory bottle of bubbly like she has won a MotoGP.
Another sees a man put on a helmet as if preparing to get on a motorbike, but is actually making a DIY hole in the wall with a drill.
The third ad features a woman using a clothesline to inform her family that dinner will be ready in five minutes using letters similar to those used in MotoGP.
The campaign was created by agency McCann Madrid, it was produced by Fight Films and directed by Martín Romanella.
The campaign was created for and briefed in by Repsol’s marketing team which was led by Ana Camps, Javier Jimenez, Monica Romero, Cecilia Martos and Beatriz Bolonio and was created by a group at agency McCann Madrid which included a creative team that included Emiliano Gonzalez De Pietri, Quique Camina, Antonio de Federico and Aitor García, plus an accounts team of Oscar Ibáñez, Paloma Lizarraga and Luisana Méndez, plus a production management team of Paloma Adrien, Juan Torres and Sonia Cremerius.
The production company was Fight Films with Director Martin Romanella, Executive Producers Juanjo Garcia and Sebastian Soneira, media was handled by Havas Media, while the music studio was Chaco Music House and the post production house was WeWork.
It was back in October 2020 that Spanish oil giant Repsol last re-signed a two-year extension of its title sponsorship of the Honda MotoGP team, beginning from 2021. This continued one of motorsport’s longest running team/brand partnerships as the relationship dates back to 1995.
Since Repsol partnered with the Honda team together they have won 15 Rider World Championships courtesy of Mick Doohan, Alex Criville, Valentino Rossi, Nicky Hayden, Casey Stoner and Marc Marquez.