Pennzoil had always been known as the standard “All American” motor oil. But with little recognition as a leader in automobile innovation, we had to shift the perception. So we traded in Mario’s shrooms and powered him up with Pennzoil Platinum, launching a live-action Mario Kart racing event at SXSW Interactive.
To win the race, participants collected Pennzoil Pureplus “coins” laid out on the track. Each coin highlighted a product benefit and If all five were collected, the driver would reach full power/speed.
AGENCY - JWT / CD - DUSTIN TAMILIO, JEREMY JONES / COPYWRITER - JEREMY JONES