Valvoline celebrates man’s primal love of cars and speed

Valvoline has launched a new campaign focusing on man’s love of cars and speed.

Created by MJW, the ad suggests that horsepower has a primal effect on man, with the driver featured becoming more hairy and dirty as the ad progresses before he steps out of the car at the end to reveal he is the image of a clean-cut modern man.

Directed by Primo’s Nico Perez Veiga, the film is set to the tune Mannish Boy, re-recorded for this project by Massive Music.

Running on TV and in cinemas, the commercial is completed with a press, outdoor, point-of-sale, digital, experiential and social campaign.

MJW picked up the Valvoline account last September.




  • Agency: MJW
  • Creative Director: Neil Flory
  • Copywriter: Neil Flory
  • Snr Art Director: Jon Foye
  • Snr Designer: Eeuwout Baart
  • General Manager: Ricardo Larriera
  • Head of Strategy: Scott Davis
  • Head of Client Service: Steve Davis
  • Production Company: Primo
  • Director: Nico Perez Veiga
  • Co Director: Brian Kazez
  • Executive Producer: Carolina Cordini
  • Producer: German Lentini
  • DOP: Jose Luis Garcia
  • Art Director: Gimena Macri
  • Music: Massive Music

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