The idea we came up with was JOYRIDE. A series of mini car films about an underground group of Joyriders (Think Gone in 60 Seconds meets Fight Club) that make it their mission to find and drive the wheels off of secret Pennzoil Test cars that they have hidden all over the planet. Joyride “Circuit” is the first film in the series that showcases the power and performance of Pennzoil motor oil with the help of a Twin Turbo Ferrari 488 GTB that takes place on the streets and F1 Circuit of Barcelona Spain.

It’s an aggressive and raw Hollywood style car film with minimal branding. It’s also a cleverly disguised product demonstration for the Pennzoil brand. Allowing Pennzoil to surprise viewers with both the performance of the car and their oil through nothing but the sound of the engine and raw emotive driving of the car.

• Implementation: A 2:30 second Hollywood style car film that uses nothing but the sound of the engine and the performance of the car to showcase the benefits of the product.

• Timeline: 3 months from shoot to launch.

• Placement: Online video distribution platforms and networks like Facebook, YouTube, Twitter, Opera, Kargo, Tube Mogul, Videology, Jalopnik, Gawker, The Drive, AutoGuide, Turner-NASCAR, Havoc,

Xaxis RTB, Exponential, TEN, Juice Mobile, Microsoft

• Scale: All of North America.

Reach: 125 million

Engagement: 4.5 million

Impact: 180 earned media placements; 24 million+ impressions; $1.5 million+ in comparative ad value; and shared by journalists and publications reaching 1.4 million+ fans on Twitter and 23 million+ fans on Facebook.

It’s also helped lead to Pennzoil becoming the fastest growing synthetic brand in the United States.