• Client: BP
• Media: TV, radio, print, POS, digital
• Year: 2009

Ogilvy London recently developed a multi-media campaign for BP’s flagship Ultimate fuel brand. The campaign supports BP’s claim that Ultimate can deliver improved fuel consumption of up to 28 miles more per tank of petrol, using the line, “BP Ultimate takes you further”.

The line was brought to life creatively with images of BP employees carrying cars around on their shoulders as if every person in every division of BP is involved in the task of taking the motorist further. The creative strategy was taken across multiple media including TV advertising, print and radio, plus point of sale materials and an extensive digital campaign.