JET takes the drama out of driving in new ad campaign

The brand launched a variety of films and digital executions showing stressful situations that drivers often meet at service stations but with a humorous twist at the end.

Here for drivers, not dramas

JET has launched a new campaign that takes a humorous look at how the brand takes the drama out of driving. Featuring a variety of films plus digital executions – the campaign explores a series of stressful, ‘dramatic’ scenarios that drivers often experience with an unexpected laugh-out-loud comedy twist.

A theatrical blue curtain with the words JET PRESENTS sweeps open to reveal a distressed bridesmaid on a branded forecourt. Weeping and whaling she yells ‘we don’t have time to fill up’ only for her mood to change in an instant as her wedding buddy announces that it’s all done and they drive off calmly with the end-line ‘here for drivers not dramas’.

In another scenario we see a driver in full meltdown mode as the last drop of windscreen washer liquid leaves the tank - only for his mood to change immediately as his wife, sat in the seat next to him, hands him a new bottle. Snacks, coffee and premium fuel are topics covered with the same degree of fun and flair in the other executions - all supporting the key messaging that at JET, there are no dramas.

“This campaign by isobel is full of humanity and humour - and truly captures the unique spirit and personality of the JET brand. Deliberately over the top and ‘dramatic’ the scenarios are nonetheless relatable and will resonate with our customers. This is a campaign to be proud of - one that puts a smile on your face and stands out for all the right reasons,” said Rob Runnels, Brand Manager for UK Marketing at Phillips 66 Limited.

The new ‘driving not drama’ campaign lands amid a busy period of growth and development for JET. The JET Refinery flagship site (where the new films were shot) relaunched late last year following a £3 million overhaul. The company’s EV offer ‘JET CHARGE’ will officially launch later this year at a small number of sites initially and the brand continues to grow its portfolio across the UK with nine Petrocell sites joining the JET family in May.