Nulon tackles the ‘Bermuda Triangle’ of car tinkering in Ezy Squeeze campaign

Nulon is targeting the men ‘who actually work on cars’, in a campaign showing the frustrations of tinkering with vehicles using poorly-designed products.

“Whoever designed these things, obviously never had to work on them,” says the blokey voiceover in the campaign, created by Edge, for Nulon’s Ezy Squeeze products.

The new product Ezy Squeeze is positioned as the solution to the once gravity-defying task of oiling a differential, gearbox or transmission.

John Simons, general manager of product and marketing at Nulon, said in a statement: “Nulon is committed to making DIY easier for Aussie motor enthusiasts. That’s why we’re always looking at the most difficult jobs and asking ‘How can we make this less painful?’. Edge has really captured the essence of this in the spot.”

Matt Batten, executive creative director at Edge, said: “This commercial is hyper relevant to Nulon’s primary audience of motorheads. Anyone who’s worked a wrench around their own car will have lived at least two of these scenes, possibly all of them. Cars are bastards not designed for DIY. Nulon’s Ezy-Squeeze solves at least one of these bugbears.”

The 45 and 15-second spots will launch online and appear on catch-up TV.

Edge’s work for Nulon won Content Marketing Strategy of the Year at 2018’s Mumbrella Awards.


Executive Creative Director: Matt Batten
Executive Planning Director: Richard Parker
Copywriter: Pete Mountford
Art Director: Sal Cavallaro
Designer: Dhimanth Rao
Producer: Chelline Nel
Senior Planner: Kent Pearson
Production Company: Taxi
Director: Davros
DOP: Cesar Salmeron
Producer: Chris Klockner


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