Repsol has premiered a new campaign to project the company’s image, it gives pride of place to its racing champions and uses the famous poem ‘If’ as its base – a poem written by the Briton Rudyard Kipling
With an approach that is a little unconventional for a multinational energy company – Repsol uses the achievements of its riders to appeal to people’s feelings and to transmit, via Kipling’s inspiring words, the company’s values.
The new campaign moves away from superproductions and uses an intimate, very simple approach. It also uses photographs with a very high emotional content – taken directly from the world of top level competition – and the narration by the two actors José Sacristán and Josep María Flotats – in Spanish and Catalonian respectively – create an audiovisual spot that has no tricks which will make people think. With a format that is not at all typical, it lasts 90 seconds and 60 seconds, the campaign bets strongly on the cinema and TV so that the message can be clearly understood. Images and the narration multiply its effect and this is enhanced by the music composed by James Horner, ‘Call to Arms’ from the soundtrack to the film ‘Glory’.
This campaign constructs a positioning of the REPSOL brand that reinforces its empathy with current and potentials clients, and with society in general, via an advert that gives the brand a certain attitude as well as values for life; effort, sacrifice, humility, confidence, and restraint, as well as transmitting its vocation for service. To achieve this it uses as its base the narration of the ‘agreeable’ and most attractive aspects of Repsol`s activity, sponsorship of motorsport competitions, where just as in real life, sometimes you win and other times you don`t.On the day of its premiere, adverts in the press, radio and internet recommend that it is seen at 21.00 on the main TV channels.
