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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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Dacia, main sponsor of Udinese football club, found someone who’s free on Sunday and could take their place.

Six players who were supposed to sit on the bench took the place of 6 young workers. Publicis Italia brought to life an unusual Swap: the players at work, the fans on the sideline, enjoying the match from a unique point of view.

They had 100% of national sport tv and press coverage, 2 millions interaction, and it quickly became the #1 trend topic.

Dacia e Udinese hanno permesso a sei giovani lavoratori di vivere fino in fondo la loro passione: un calciatore li ha sostituiti per un giorno, mentre loro hanno vissuto una giornata in prima fila in Serie A. The Swap, il primo scambio di ruoli tra calciatori e giovani lavoratori.



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CREATIVE CREDITS:
Client: Renault Italia
Dacia Advertising & CRM Manager: Elisabeth Leriche
Dacia Advertising & CRM Executive: Daniele Reggi, Giulia Frere
Dacia PR manager: Paola Repaci

Advertising Agency: Publicis, Milan, Italy
Global Chief Creative Officer Publicis WW & CEO Publicis Italia: Bruno Bertelli
Executive Creative Director Italy: Cristiana Boccassini, Bruno Bertelli
Creative Director: Francesco Martini, Alessandro Izzillo
Copywriter: Francesca Vitello, Michele Dell’Anna
Art Director: Laura Aondio, Giorgio Luchetti
Project manager digital: Vittorio Cafiero
Client service team: Simona Coletta, Giada Salerno, Benedetta Virga, Giulia Ratti
Agency Producer: Laura Pace

Production Company: Bedeschi film
Director: Gigi Piola
Assistant Director: Alberto Poli
Dop: Maxime Alexander
Esecutive producer: Federico Salvi
Producer: Martina Vanoli
Editor: Fabrizio Squeo

Digital Production: SDM
Media Center: OMD
Social Media: OMD
PR: Publicis Consultants

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