Today, Phillips 66 unveils a new brand campaign, “Live to the Full,” inspired by the vibrant communities the fuel brand has served for over 90 years.
Created in partnership with creative agency of record Carmichael Lynch, the campaign focuses on the lives Phillips 66 helps fuel, each with its own unique, real story playing out every day on the road.
The campaign is led by three 60- and 30-second television commercials airing nationally. Directed by Emmy Award-winner Chris Wilcha, each spot tells the story of different people going about their so-called “normal” lives that are actually full of drama, emotion and meaningful stories.
“Victory” features a month-in-the-life story of a father/daughter team, putting the rubber to the road in search of a basketball championship — all the ups and downs, days and nights, victories and defeats.
In “S.A.H.M.,” a stay-at-home mom shows the world just how inaccurate that title is as she tirelessly takes on her day filled with errands, carpools and more.
“Driver” features the story of a gig-economy driver as he makes a living on the road in a totally new, modern way.
If you look a little closer at the Phillips 66 fill-up moment in each spot, you’ll see that all three of the stories intersect at the pump.
In March, digital, paid social, radio, and OOH will be added to the campaign mix. Phillips 66 will also be the title sponsor of the NCAA Big 12 Conference men’s and women’s basketball tournaments, with advertising spots airing nationwide on ESPN and Fox Sports during the games.