Major product innovation is rare in motor oil. So when it happens, it’s kind of a big deal. The researchers at the Valvoline engine lab found something: a new full synthetic formulation that could remove up to 100% of engine deposits. This break-through was both a first of its kind innovation and a powerful proof point of the brand’s renewed focus on innovative product development. We wanted to symbiotically tell the product benefit story while also leaving the audience feeling that the work itself was innovative. That meant eliminating every trope that the category is known for. No guy in the garage. No unbuttoned flannel. No pour shots. Just crisp, clean, dramatic imagery that told a powerful story.