Over-The-Top Situations Launch Iconic Fuel Brand Into New Era
After being awarded the account in late 2018, Solve is breaking its first campaign for Sunoco. Tasked with expanding the brand’s appeal beyond its high-performance racing heritage, the “Fuel Your Best” campaign comedically harnesses the emotional surge of having a full tank of high-quality fuel.
The campaign features Sunoco customers performing at hyperbolic, peak levels, leaving on-lookers wondering “what got into you?” Centered around fueling up on gas and snacks at a local Sunoco, one spot features a woman in her minivan, deftly executing a thrilling, stunt-like driving maneuver to grab the last prime parking spot at work. Another spot features a young karate student who appears to have failed at chopping his stack of cinder blocks, but to the surprise of his sensei, ends up wreaking havoc in the dojo.
“We’re excited to harness our new brand position in such a disruptive way,” said Fred McConnell, Director of Marketing, Sunoco Fuels. “We repeatedly heard from consumers they feel ready to take on the world once they’ve fueled up at Sunoco. The new campaign perfectly captures that feeling.”
Solve worked with New York-based directing trio JEAN Collective to produce the spots. The campaign will continue to roll out over the summer across Sunoco stations, national television, radio and digital/social content. The initial spots can be viewed here: https://www.solve-ideas.com/sunoco-fuel-your-best-campaign/.