BP Debuts New Invigorate Campaign

Ads showcase humor in everyday travel situations

BP (CSP Daily News / Convenience Stores / Gas Stations)

CHICAGO -- BP has announced the debut of a new advertising campaign for BP gasoline with Invigorate.

"We're continuing to invest in advertising as a way to attract consumers to fill up at BP gas stations," said Jo Brecknock, director of brand and communications at BP. "In these ads, we're telling motorists that, with BP's quality fuel, they don't have to worry about getting where they need to go--whether it's a rock concert or a bachelor party."

All three BP-branded gasoline grades are treated with the company's proprietary Invigorate additive and exceed the Top Tier standard for detergency.

The campaign, slated to run throughout 2015, will feature two rotating television and digital video spots complemented by radio support in select marketing areas.

Two TV spots "Bachelor" and "Concert," as well as a radio spot "Driving Stick," focus on the stories of travelers who are in the midst of humorous travel situations, where their sole focus is getting to their destination. Thankfully, BP gasoline with Invigorate is the trusted solution on which they rely. The spots close with the phrase, "You have places to go. Let us worry about getting you there."

Advertising agency Ogilvy & Mather developed the campaign and filmed it at a BP station in Merritt Island, Fla., late last year. There are more than 7,000 BP-branded stations in the United States.

London-based BP is the single, global brand formed by the combination of the former British Petroleum, Amoco, Atlantic Richfield (ARCO) and Burmah Castrol. BP is a global producer, manufacturer and marketer of oil, gas, chemicals and renewable energy sources.

With U.S. headquarters in La Palma, Calif. (West), and Warrenville, Ill. (East), BP markets more than 15 billion gallons of gasoline every year to U.S. consumers through more than 11,000 BP- and ARCO-branded retail outlets and supplies more than four billion gallons of fuel annually to fleets, industrial users, auto and truck manufacturers, railroads and utilities.

Part of CSP's 2015 Convenience Top 101 retailers