“The idea came from wanting to embody the hard-earned wisdom of the original tagline “you can pay me now or you can pay me later” in a voice that the next generation of DIY’ers can connect with and seek guidance from,” Dan Fietsam, Chief Creative Officer at Laughlin Constable told DIVERGE.
Banks reflects his character in the campaign by playing the salty sage teaching the next generation of DIYers to do right by their cars. “Frampa” plays an annoyed elder helps the younger generation buy the right oil filter, the FRAM oil filter, for their cars.
“Casting Jonathan Banks was significant because of his character’s similar relationship with Aaron Paul’s millennial character in “Breaking Bad”,” Fietsam added. “He has relevance and persuasive appeal with younger audience.”
The new campaign focuses on the insight that Millennials who change their own oil often look past perhaps the most important part – the oil filter. And with oil filters, there’s a cheap way and a right way.
The campaign consists of four spots, all filmed in Los Angeles on location in automotive stores and home garages. They were directed by Ric Cantor, best known for his humorous anti-texting spot for the New Zealand Transport Agency.