automotive

Quaker State Teams With 'Onion' For Humorous Campaign

A humorous look at the way the motor oil industry tries to sell products is the basis for a video campaign by Quaker State in partnership with The Onion.


The campaign’s first custom video portrays a fake product, “The Dipstick 6s,” a standard dipstick equipped with a selfie cam and a digital ticker featuring weather and sports updates.

“The Quaker State brand shares the customer belief that when it comes down to motor oil you don’t need fancy marketing, you just need good quality oil,” says Gita Gidwani, Quaker State brand manager, in a release. “With its witty and satirical tone of voice, The Onion is the perfect place to bring to life the no-nonsense personality of the Quaker State brand.”

The provocative, satirical campaign aims to reinforce the Quaker State "It's just damn good oil" campaign message and highlight the brand’s emphasis on quality products over marketing B.S.

The series of six videos will roll out May through September and continue to poke fun at similar marketing fads and clichés like commercial jingles and VR technology.

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