Esso
Working with the great team at cain&abelDDB has given me the chance to get involved in numerous projects for Esso, from radio ads for the Luxembourg market, to forecourt campaigns across Italy, France and the UK. A lot of the projects need the copy to be translated so it’s important to keep things simple, yet creative. Here are some radio concepts and a couple of movie style taglines I helped out with for a recent lift sharing campaign.
RADIO AD: PERFUME OFFER
lient: Esso (Luxembourg)
Title: Lost your mind
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SFX: We hear a bunch of keys being picked up.
MVO: I’m going to fill up the car at Esso.
FVO: Please take me with you…pleeeaaase!
MVO: (Puzzled) It’s a petrol station.
FVO: (Serious) Oh no…it’s so much more than a petrol station.
MVO: No, it’s where I get fuel…and de-icer, and screen wash…
FVO: (Excited)…and up to 75% off my favourite luxury perfume!
MVO: (Even more puzzled) Perfume? Errr…okaaay? Have you lost your mind?
Brand VO: She hasn’t lost her mind. You can get up to 75% off top designer fragrances at Esso this season.
Go on, spray a little happiness with Esso – see in store or visit esso.lu for details.
Client: Esso (Luxembourg)
Title: Mission possible
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SFX: Gentle background music plays, couple driving in car
MVO: If your partner is sat in the car with you, ask them to put their head out of the window for the next 30 seconds.
(Slight pause, then…)
SFX: The background music stops sharply – Mission Impossible style music kicks in
MVO: (Read with great urgency) …okay, now concentrate.
You need to get to Esso as soon as possible, because our incredible designer perfume offer is back on.
Spend €100 before the end of August on fuel, and you’ll get up to 75% off top luxury fragrances.
Got that? Good.
Now retrieve your partner, before their face freezes
SFX: Mission Impossible style music stops sharply – gentle background – music plays again
Brand VO: Spray a little happiness with Esso this season – see in store or visit esso.lu for details.
Client: Esso (Luxembourg)
Title: Surprise me
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SFX: we hear the jangle of a bunch of keys.
MVO: I’m going to fill up the car at Esso, can I get you anything?
FVO: Surprise me.
SFX: alarm klaxon – 2-4 quick sharp bursts
Brand VO: Last time Chloé said that, Philippe returned with an air freshener and a bag of nuts.
Chloé made Philippe sleep on the couch for a week.
SFX: Front door opening
MVO: I’m back.
FVO: Well? What did you get me?
(Slight pause)
MVO: (tentatively) Your favourite perfume.
SFX: giggling, kissing sounds
Brand VO: Bravo, Philippe.
Get up to 75% off his and her designer fragrances at Esso when you spend €100 on fuel.
Go on, spray a little happiness this festive season – see in store or visit esso.lu for details.
ME + ESSO:
COPYWRITING - CONCEPTS - SCRIPTS - B2C COPY