Our work for Castrol spans so many years, it’s basically a history of motor oil marketing in this country. It started with “viscosity and thermal breakdown” in the 1980's. Next came the introduction of Castrol Syntec in the early 90’s. And finally, there was the repositioning and modernization of Castrol GTX with the “Drive Hard” campaign in the late 90's, early 2000's. When we started working on Castrol it was a niche brand in this country for small, mainly European, sports cars. By the end of our 20-year run (when BP bought Castrol and consolidated all advertising internationally), they were the number one DIY oil and one of the top three overall.
