Remember the good ol’ days when people took care of what they owned? They maintained things. If something broke, they didn’t throw it away, they fixed it. People used their hands for more than diddling around on their cell phones. Fortunately, there’s still a bridge to that mindset.

His name is Frampa. Frampa is everydude’s grandpa, dad or uncle, here to look out for Millennial oil change DIYers. By developing a character who spoke for the brand we delivered on our strategy of filtering out the nonsense with a no-nonsense kind of guy, guiding the younger generation to buy the right filter, the FRAM oil filter.

Who better to bring Frampa to life than Jonathan Banks? As the embodiment of Frampa, Banks brings both gravitas and humor to the role, communicating sometimes with just grunts, groans and an exceptionally tight hand grip to guide novice DIYers to the right choice.

The Frampa campaign, consisting of 4 videos, multiple banner ads, social posts, GIFs, website assets, and even an internal announcement video launched in April 2017. The campaign will be served exclusively to Millennial oil change DIYers via digital media. A variety of online tactics will be leveraged to generate broad awareness (digital display, pre-roll video, in-feed video and cross device targeting), engage our audience (social media placements on Facebook and Snapchat), drive sales both online and at brick-and-mortar retailers (Walmart, Amazon, mobile geo-fencing of auto after market retailers), and lastly, ensure a presence through online search (paid search). While highly targeted to Millennial oil change DIYers, Media is national in scope.

N/A – campaign only recently launched in April 2017, no results available at this time.