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Jonathan Banks lends not-so-grandfatherly auto advice as ‘Frampa’




Any fan of “Breaking Bad” knows that Jonathan Banks plays the ultimate fixer. That made Banks the perfect choice to play the salty sage teaching the next generation of DIYers to do right by their cars in a new campaign from Fram Group and its Midwest-based creative agency Laughlin Constable.

The new campaign seizes on the insight that Millennials who change their own oil often look past perhaps the most important part – the oil filter. And with oil filters, there’s a cheap way and a right way. Enter “Frampa,” a crusty elder who helps the younger generation buy the right oil filter, the FRAM oil filter, for their cars.

“People used to learn about changing their oil from someone more experienced, like a father or an uncle. Those older guys historically reached for the FRAM filter. But the current generation hasn’t been taught the value of using the right filter and they reach for the cheap one,” says FRAM Brand Manager Brian Kelley. “So we wanted to introduce the kind of mentor who people would trust to help them do the whole job right.”

The character was perfectly embodied by Banks, famous for his work on “Breaking Bad” and “Better Call Saul,” long before he agreed to the campaign. “Jonathan Banks was choice one, two and three for Frampa,” says Dan Fietsam, Chief Creative Officer at Laughlin Constable. “Our team loved the juxtaposition of a seasoned advisor who’s long on wisdom and short on BS. This man does not suffer fools.

Communicating sometimes with grunts and groans and an exceptionally tight hand grip, Banks guides a series of novice DIYers. “Your engine will thank me. Now you can get back to your robot music,” Banks says as he tosses the car keys back to a startled looking twenty-something. “They’re not Robots, they’re Swedish,” the younger man says.

The campaign consists of four spots, all filmed in Los Angeles on location in automotive stores and home garages. They were directed by Ric Cantor, best known for his humorous anti-texting spot for the New Zealand Transport Agency.







CREATIVE CREDITS:
FRAM Group
Brand Manager – Brian Kelley

Laughlin Constable
CEO, President – Mat Lignel
Chief Creative Officer - Dan Fietsam
Chief Strategy Officer – Mark Carlson
Executive Vice President, Account Services – Renee Haber
Vice President, Media – Emily Harley
Creative Director – Jon Laughlin
Senior Art Director – Dan Koel
Copywriter – Matt Portman
Vice President, Senior Producer – Phil Smith
Group Account Director - Denise Joseph
Account Manager – Lainie Rotenberg
Senior Integration Manager – Mike Murray
Digital Strategist – Dominic Pellitteri
Senior Social Strategist – Lauren Mahomes

Production Company - Hungry Man
Director - Ric Cantor
Production Company Producer – James Kadonoff

Editorial Company - Hive
Editor - Lauren Brandoff
Motion Graphics Artist – Margaret O’Brien

Music House & Audio Mix - Mix Kitchen/Chicago
Composer - Craig J. Snider
Engineer - Sam Fishkin
Color - Nolo Digital Film/Chicago
Colorist – Mike Matusek

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Hyundai Releases New Ant-Man and The Wasp-inspired Ad “Stoplight Standoff”





Leading up to the July 6 release, Hyundai is tapping into Ant-Man’s superpowers with a fully integrated marketing plan that includes new commercials, an interactive sweepstakes and much more.

Starting on June 11, Hyundai will air the new Ant-Man and The Wasp-inspired ad “Stoplight Standoff” on U.S. broadcasts. Two police officers and a Veloster driver exchange in a very awkward standoff at a stoplight, as they each think the other is suggesting a race. Little do they know, a tiny Veloster based on the vehicle featured in the movie is the cause of confusion and is burning rubber between their cars, showcasing the car’s cool and aggressive look. The new spot was shown for the first time globally at Hyundai’s display at the Busan Motor Show in South Korea on June 7.

Additionally, Marvel fans will have a chance at an early screening, as Hyundai will be placing around Los Angeles tiny, ant-sized versions of the Veloster, which will serve as movie passes to an exclusive showing. Hyundai will drop clues on its FacebookInstagram and Snapchat channels about the mini-car locations. Participants will also be encouraged to post about the scavenger hunt on their social channels, using#HyundaiVeloster. The scavenger hunt will take place in late June.

“Having our all-new Veloster immersed in the Marvel Cinematic Universe is a great way to entertain consumers and showcase the vehicle’s stylish design and performance capabilities to a massive audience,” said Dean Evans, CMO, Hyundai Motor America. “We wanted to take full advantage of this partnership by engaging fans and providing them with experiences beyond the big screen.” 

During the world premiere of Marvel Studios’ Ant-Man and The Wasp, the Veloster from the film will be dressed as a packaged toy car that has been enlarged and displayed at the red-carpet event. Hyundai will also be sponsoring the premiere livestream that runs on Marvel’s digital properties. During the livestream, two segments will be dedicated to Hyundai and hosted by Marvel’s on-air personalities as they explore more of the backstory behind Hyundai’s placement in the movie as well as fan reaction to what’s happening on the carpet.

Sweepstakes and Exclusive Screening

Marvel fans will have a chance at an early screening, as Hyundai will be placing around Los Angeles tiny, ant-sized versions of the Veloster, which will serve as movie passes to an exclusive showing. Hyundai will drop clues on its FacebookInstagram and Snapchat channels about the mini-car locations. Participants will also be encouraged to post about the scavenger hunt on their social channels, using #HyundaiVeloster. The scavenger hunt will take place in late June.

The screening will give attendees a special experience with Hyundai and Marvel, and a shareable night out at the movies. The event will have fun photo ops, gift bag giveaways, custom artwork posters and a Hyundai Veloster display. Roughly 500 people will be able to attend the exclusive screening, which takes place on July 3 in Los Angeles, three days before the theatrical release. Seating at the event will be first-come-first-serve for those that find a car. Advantage is helping manage the experiential screening event for Hyundai.

Hyundai will also implement the movie car into the trim section area on HyundaiUSA.com’s Veloster landing page where guests can enter to win tickets to see Marvel Studios’ Ant-Man and The Wasp.

Additionally, weekly mini-ads highlighting the Hyundai Veloster will be placed within Marvel comic books from June 20 to July 25. Multiple versions of this creative will subtly appear at the bottoms of various other advertisements that are promoting the biggest upcoming Marvel Comics releases. Finally, select Hyundai hand-raisers and owners will receive mail with custom artwork from Marvel artists of the Veloster that gives recipients exclusive early access to a behind-the-scenes featurette. The artwork will also be sent to all Hyundai dealerships to leverage in their showrooms.


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