Lubrax / Petrobras
MRM McCann
Campaing
Advertising
Creative Director
Co-Strategy
Art Direction
Copywriting
Lubrax was virtually invisible in a market ruled by giants like Mobil and Helix. With over 100 lubricant brands in Chile and a category filled with technical jargon no one cares about, Lubrax faced a critical reality: just 2% brand recall, a -7% drop in sales, and zero cultural relevance. People simply don’t care about motor oils — especially if you’ve got nothing new to say.
If no one wanted to talk about motor oils, we talked about the other oils people do care about: tanning oil and hair oil. We created a disruptive, absurd, and culturally relevant anti-campaign starring two Chilean icons: Eduardo Cruz-Johnson — a former news anchor famous for his flawless tan — and Botota Fox, a trans comedian known for her impeccable hair. Both claimed —with humor and irony— that Lubrax was terrible for their needs… but perfect for your engine.
We broke the technical silence of the category and moved the conversation to where it actually matters: pop culture. TV, social media, PR, and gas stations helped amplify the campaign and turn it into a viral phenomenon.
Desde lo visual, rompimos con el estereotipo bancario de fotos de stock sobreactuadas y apostamos por un lenguaje más auténtico y vibrante. Creamos un sistema gráfico fluido, con colores vitales, formas orgánicas y retratos espontáneos en estudio, que transmiten alegría real. El estilismo fue simple, pero cuidado, y cada imagen capturó momentos espontáneos. Así, la marca comenzó a hablar en el lenguaje de su audiencia: menos institucional, más parte de su día a día.
