Chevron Corporation: Talking Cars campaign

Rebecca Stanfel

In 1995, the Chevron Corp. launched a $35 million advertising campaign to introduce its line of Techron gasolines.

Chevron Corporation: Talking Cars campaign

Rebecca Stanfel

Overview

In 1995, the Chevron Corp. launched a $35 million advertising campaign to introduce its line of Techron gasolines. Techron was a detergent additive formulated to prevent engine deposits and to reduce vehicle emissions. Rather than dwelling on the technical details of the Chevron product, the new print, radio, and television campaign featured talking cars imbued with human personalities and mannerisms. "Talking Cars" was conceived by Chevron's ad agency, Young & Rubicam, as a way to tell adults about Chevron's new product in an innovative and engaging manner. An unexpected result, though, was...

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