JET celebrates the open road and helping drivers ‘Keep on Moving’
Gone are the long haul flights or even flights at all and in their place come the humble staycation and the good old fashioned road trip.
Deputy Editor, BITE
Since their founding in 1954, JET have always been on the side of the driver. They make it their number one priority to get you in and out quickly, because they’ve worked out that whatever you drive, wherever you’re going, you just want to ‘Keep On Moving’.
Few sectors have been as impacted by the coronavirus crisis as travel has. The long-term impact of this shift will continue to impact consumer behaviour in the sector for months, perhaps years to come. Gone are the long haul flights or even flights at all and in their place come the humble staycation and the good old fashioned road trip. The role of travel in consumers’ lives is in the midst of a fundamental reappraisal.
In the midst of this shift JET’s latest campaign from isobel celebrates the open road and helping drivers ‘Keep on Moving’. The slot is the first TV advertising for the fuel brand in over 20 years.
The campaign is a unique take on the road trip as we see a man seated at a grand piano on wheels, whizzing his way through the countryside as he sings a rendition of Joe Jackson’s 80s hit Steppin’ Out. He then briefly stops at a JET garage to refuel before continuing on his way.
The ad has been designed to grow the brand’s visibility and awareness in the UK among both new and existing customers. It puts the driver first, as Mary Wolf, Managing Director, UK Marketing at Phillips 66 Limited explains: “In fine tuning the JET brand our aim is to improve the experience for our customers and to give the drivers who visit our forecourts everything they need and want to continue their journeys quickly and safely.”
The campaign is a celebration of the feeling of being behind the wheel of a car, without a car on screen. It encapsulates the freedom of the open road and the power of belting out your favourite tunes. A welcome reminder of how the freedom that comes from travel can also be delivered closer to home.