Jiffy Lube brings iconic car duo back together
Agency BarkleyOKRP who launched the duo reunites them in a new, nostalgic front-seat campaign called Jiffy Does It.
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BarkleyOKRP is tapping back into the beloved car duo with a new Jiffy Lube creative campaign, Jiffy Does It. TJ and Pete, the iconic duo known for sitting in their car and sharing banter, will be moving their car to a new location, Jiffy Lube.
The return marks a strategic use of cultural memory to drive modern brand relevance, placing the long-time commercial duo back in their natural habitat: the car.
Their humorous, relatable relationship is pure magic: a friendship that was forged in a car that has been humming all these years with the help of car maintenance at Jiffy Lube.
“Drivers know Jiffy Lube for speed and convenience, particularly around oil change services,” said Suzanne Clerkin, Chief Marketing Officer at Jiffy Lube International, Inc. “The Jiffy Does It campaign demonstrates a commitment to providing a great and easy experience that places drivers in the drivers’ seat of car care so they’re powered for the road ahead."
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The creative approach blends paid media with earned and social components. In the weeks leading up to launch, sightings of TJ and Pete were leaked online to spark organic conversation and speculation: lost on the side of the road, cleaning a hotel pool, and finally getting an oil change at Jiffy Lube. As fans hypothesized over the sightings, Jiffy Lube responded with hints at what the two may have been up to.
“You can’t go on fast food runs for 20 years without properly servicing your car,” said Berk Wasserman, EVP of BarkleyOKRP, creative agency of record for Jiffy Lube. “This campaign isn’t just about fast oil changes and elite car service. It’s a challenge for what the brand will do next.”
The Jiffy Does It campaign officially launches one week ahead of Memorial Day and the unofficial kickoff to “Road Trip Season.” The campaign will feature seven new commercials reuniting TJ and Pete while highlighting the unique services Jiffy Lube provides, including highly trained technicians, free vacuuming, complimentary beverages, free fluid top-offs, and more at select locations.
TJ put it best, “Turns out you can’t grub in the front seat without a reliable car to get you where you need to go.”
