Locally-targeted press ads for ExxonMobil
Usually creative for ExxonMobil is developed globally and rolled out across all countries.
However, this time the client wanted to target a specific Australian audience and focus on three specific product ranges, so eg+ Australia was tasked with creating press ads with this in mind.
As the copywriter I was briefed on writing a headline and short paragraph for three press ads: for Mobil 1 (talking to recreational drivers such as SUV and caravan owners), Mobil Delvac (talking to the construction sector), and Mobil IL (talking to the food production sector). View the final press ads at left.