BP ‘How to’ film series
BP was to introduce its first major TV advertising campaign in 10 years to support the launch of its new range of ‘dirt-busting’ Ultimate fuels. Created by Ogilvy & Mather/Ogilvy PR, the campaign is fronted by a new animated character called ‘Orby’ (voiced by actor Dougray Scott in the UK).
Ogilvy PR approached us to create a series of ‘How to’ films to sit on BP’s digital platforms. The client wanted genuine dirt problems, with unusual and effective cleaning ideas that would appeal to a general non-car enthusiast audience: enticing them into discovering more about how BP’s fuel cleans the dirt in their engine.
CLIENT: OGILVY / BP
PROJECT: HOW TO FILM SERIES, SOCIAL CONTENT
FIELD: FILM AND VIDEO, ONLINE
‘How to’ searches are the 5th most popular out of Google’s 11 global search categories. ‘Life hacks’ content average around 30K searches per month, with cleaning and efficiency tips accounting for another 20K, over a million results on YouTube.
To capitalise on the popularity for such content, we decided to create a series of four films focused on real life, everyday dirty car problems. Focused on the interior of customer’s cars, the films introduced bite-sized life hacks to help customers clean their cars including; removing dog hair, chewing gum, condensation and sand from children’s feet!
Presented by Orby, the content is surprising and simple, but delivered with his special blend of humour and charm over the real -life action.
The project had a very quick turnaround of three weeks from storyboards to delivery.
As the films were being re-versioned for multiple regions, we chose generic locations that would be familiar to all audiences. The series was shot on location in East Anglia over 3 days and at 2 locations. Cast included a dog and a cat alongside humans (and Orby of course!). The shoot was attended by clients and ran as smoothly as a well oiled engine.
All post production took place within our in-house team including editing, sound design, graphics and VFX work. The Orby character was comped into all the scenes using AE to bring his character to life.
The films have been re-versioned into multiple languages from German to South African to Spanish, alongside adding new regional voices to Orby. Regional brand colourways have also been applied.
The series is still running globally after 3 successful years.