We recently launched a new advertising campaign under the slogan ‘Tough Stuff’.
As part of the campaign, we teamed-up with UK, Northampton-based creative agency Blayney Partnership, to produce a series of adverts which will appear in automotive titles such as Auto Express, Evo and Car, over the next 12 months.
Amy Chappell, head of marketing for Gtechniq, said: “Gtechniq is a brand based on the latest in automotive detailing technology. Our star product Crystal Serum is the best paint protection currently on the market. Guaranteed to protect a car’s paintwork for at least seven years, keeping it looking newer for longer, we wanted an advertising campaign to showcase just how brilliant and unbeatable this product really is.
“The Blayney Partnership was the first agency we have ever used to get a concept spot on the first time round, and we have nothing but praise for their creativity and artistic flair.”
The ‘Tough Stuff’ advertising series puts a Gtechniq Crystal Serum coated car in a number of scenarios where the paintwork would certainly need to be durable. Scenes in the campaign include an ice hockey game and an African safari featuring Mount Kilimanjaro, in Tanzania, and a family of angry lions.
Ozz Blayney, Blayney Partnership creative director, said: “We wanted the new campaign to stand out against typical automotive advertising. The majority of industry adverts staged a sexy looking sports car with a product inset. The idea of placing an incredible vehicle in an alien environment breaks the norm in the marketplace. We made sure that the background to the advert was as detailed as the finish on the car itself.
"Understanding our client’s objectives is paramount to ensure that we conduct a working relationship that is efficient, illustrious and enjoyable. By continually delivering innovative design to our customers we also set new challenges for ourselves. We love to exceed current standards and endeavour to immerse our focus on the latest trends and technologies. We hope that we have done exactly that for Gtechniq."