• by Tanya Gazdik , February 10, 2024

Valvoline Global will launch a spot in the run-up to the Big Game on Sunday in what the company is calling its biggest global launch. 

The 30-second spot from creative agency Man vs Machine, will air at 5 p.m. ET on game day and supports the launch of the brand’s new full synthetic motor oil, Restore & Protect.

The spot will run online and also be amplified by social media influencers including TJ Hunt, Rob Dahm and LLDrifts, who are teasing the spot on their social channels, according to a brand spokesperson. The effort also includes retail in-store point-of-sale displays. 

Valvoline started hiring new in-house team members in mid-2023, and 100% of U.S. media has been managed by this team since September 2023. Currently four team members are focused on paid media, and the brand anticipates team expansion in the coming months. 

It's the first time the brand has launched creative in conjunction with the Super Bowl. It is also the first-ever global product launch for Valvoline across the U.S./Canada, China, Latin America, New Zealand,Thailand and Saudi Arabia.

Call to action spots will drive to a landing page featuring links to purchase with retail partners. 

Display and video buys include Yahoo, Sports Illustrated, MSN, Fox News, CNN, CBS S[ports, USA Today and The Weather Channel. Streaming includes Hulu, ESPN, NFL, NCAA, Fox Sports, fubo, Discovery+, NASCAR, NBA, MLB and Paramount+.

Social includes Facebook, Instagram, TikTok and SnapChat. While organic social content focuses on maximizing engagement, paid focuses on product reasons-to-believe with a strong CTA to restoreandprotect.com.

It is expected to make 26 million U.S. impressions with 90%+ of driving age. 

The visually arresting spot shows how what the company calls the first-of-its-kind innovation removes up to 100% of engine-killing deposits with continual use.

Restore & Protect is designed for gasoline-engine automobiles, from brand-new to older, high-mileage vehicles, and is the culmination of three years of relentless development, according to the company.