BP’s ‘My BP Story’ campaign hops onto screens with Peter and the Rabbit 90 sec. spot via Ogilvy
In a new brand campaign via Ogilvy New Zealand, BP tells a simple heart felt story about a rabbit left behind and the journey to return it to its owner.
Largely low key in the brand space since the successful ‘Be Road Happy’ brand campaign of 2011 – 2013, BP has adapted the new global positioning ‘Go Your Way’ to develop a brand platform specifically for the New Zealand market. The strategy is about recognising the myriad of individual ways people make the most of their time at BP. We follow Peter on his journey to return the lost rabbit, showing how they make the most of the BP network, food, coffee and of course fuel.
Says BP national marketing manager, Leigh Taylor: “We want to reconnect with New Zealanders, show them our personality and how proud we are to be part of New Zealand’s fabric. Our new platform centres on the telling of stories. Our forecourts are as much meeting places as they are quick and easy locations to fill up. We play a part in many NZ road trips and journeys.”
Adds Ogilvy & Mather creative group head Richard Loseby: “We wanted to show BP as a place where communities can rally together to make amazing things happen, so the brand is very central to the script. In the end it’s a delightful Kiwi story, well told, beautifully shot and with lovely performances you can’t help but watch over and over.”
The TVC launched last night across New Zealand TV channels with further iterations and adventures lined up as the campaign rolls out.
Agency: Ogilvy & Mather New Zealand
Creative Directors: Richard Loseby, Martin Hermans
Senior Writer: Richard Loseby
Art Directors: Martin Hermans, Billy McQueen
Creative team: Richard Loseby, Karl Fleet, Martin Hermans, Billy McQueen
Planning Director: Debby Giness
Group Account Director: Maggie Antone
Account Director: Eduardo Hernandez
Senior Account Manager: Neil Walker
Head of TV: Amanda Kabel
Film Production Company: Waitemata
Director: Rob Sarkies
Producer: Julie Elstone
DoP: Andrew Commis
Editor: Tim Mauger
BP VFX Supervisor: Martin Spencer
Colour Grader: Dave McLaren
VFX Creature Post: Lakshman Anandanayagam
Animal Wrangler: Animals on Q – Jazmin Vette
Music Composition: Liquid Studios – Peter Van Der Fluit
Client: BP
Product: Brand
National Marketing Manager: Leigh Taylor
Senior Marketing Specialist: Simon Grigor
33 Comments
Is it a Pig using a cellphone ?
Or is it a Rabbit that likes petrol ?
Boring.
That must’ve been heartbreaking seeing the Vodafone Pig ad go to air right before theirs.
Sorry to say, but the Pig trumps the Rabbit in every way…
Yep that must of been a bummer for them but I disagree…much prefer this to the Vodafone spot.
Love the pig, but the bunny is better.
But dull, aunties will like tho
Who is the guy playing the biker tho?
Brilliant advert!
Lost animal. Lost animal.
Speaks to the originality of creative thinking at both ends.
Big brand opportunity, pull out the little animal.
Weak and old.
These ads are almost EXACTLY the same. I’d be asking a few questions if I was Voda or BP.
The pig ad and the rabbit ad are both uninspired. Not very creative for an industry that says it’s creative.
The pig one was slightly more contrived so this one wins by a whisker. Ogilvy would have made it for actual peanuts as well, even for a brand like BP
I do seriously applaud you anon Ogilvites for your loyalty but you mustn’t have seen many moving pictures before if you honestly think this is better than the pig one.
This ad is as subtle as a cheese-flavoured sledge-hammer.
In it’s defence, BP do make awesome sausage rolls.
i bloody love this ad, because it doesn’t feel like one. Yet I know who it’s from and I know what they’re selling.
Rabbit is much better. Better ending, less predictable.
Something a bit odd there, the creatives on the Voda ad are ex Ogilvy… Something fishy there.
How did the rabbit get from Auckland to the south island in the first place??
The lotto one with the terrier was the bestest one
I’d like to see an ad about the service station not the road trip surrounding it.
There’s a camaraderie amongst travelers stopping together that could yield a fine story.
Saw the pig ad first and thought it was really great. Then saw the rabbit ad and it brought tears to my eyes. What a winner! This one struck a personal chord too because something very similar happened when my brother and his family moved house and they lost his young son’s cat on the way.
A motorist found him and they were reunited. So yes, the rabbit ad is the best, in my opinion.
“Largely low key in the brand space since the successful ‘Be Road Happy’ brand campaign of 2011 – 2013, BP has…”
By which they mean: “Largely low key in the brand space since everyone realised how evil and negligent they are, and how screwed we all are if we keep relying on their product, BP has…” Made a little propaganda film about a bunny?
I saw the pig ad first and wasn’t impressed at all. I wasn’t moved. The main actor made me not want to watch therefore making the ad boring and making me loose interest. And then I saw the rabbit ad and it was oh soo lovely! The main actor was easy on the eye, the rabbit was much cuter and you felt like you were taken on a journey with a happy ending that made you smile. All without hardly a word spoken. Well done little rabbit-you win!
Love the ad and love the pig ad too…does that make me boring…No it doesn’!!!
I love this ad because I love rabbit.
I watch everyday , I never skip this ad.
Rabbit is so cute… Thank you for making me smile. :)))
Aww, sickly sweet. Historically, these kinds of ads will only be remembered as greenwashing, and those who worked on it were part of it. Nice going Ogilvy.
wanna hear my real bp story. I filled up my bike in bp.giving them smartfuelcard.but no discount or anything for bikers,because need to perchase 40 dollars min.my bike was full with 30 dollars fuel >: ( poor adv.
If I was head of Vodafone or BP marketing…I’d be seriously irritated about being ripped off with these adds, pig vs bunny….either by intent, or sloppiness of security.
When I say ripped off; in this instance, I look at the fact NZ is a small pond of creative advertising, and everyone knows everyone….Who spy’s on who here?, or who has loose lips?, or who suffers premature acclaimation over Friday drinks?
TVC’s come out in batches every few months, and usually at the same time. It wasn’t that long ago that I saw the spec savers add which came out with the fitness instructor turning up late at the bingo class …you remember it …and the other add for a different company, (a scratch and win, or something similar) at the same time, with remarkable similarities ….so much so, it had the same actors, same format, same set, and shot on the same day I’m sure …just different wardrobe and makeup.
Vodafone and BP …pull your sox up
FCB and Ogilvy+Mather …pull your sox up
Could someone please tell me where the bridge in the rabbit ad is.
Love both advs Bunny and Piglet. For diff reasons.
Bunny takes us on a journey and both actors very so cute, I mean where is that bridge and the Big Carrot? Music and scenic shots just outstanding. I’m an expat recently returned home so looks like I’d better get to know my own backyard.
Little pig adv reflects kindness and empathy plus we know they are smart animals. The guy is a big softie too – which is sort of a Kiwi thing – rather lovely.
Thanks for them both – for me the bunny ad wins by a whisker.
Is the bike a kawasaki W650?
Peter and the Rabbit is adorable, but I really like the music. Who is it and where do I find them? I’d like to download that song.
Whats the name of the song to it?
Its a good ad, but the competition between Vodafone and BP must be high. I like BP’s better than Vodafone’s new ad.
Anyone remember the Deepwater Horizon Oil Spill – it’s not exactly my story but when I see the ‘My BP Story’ it makes me physically sick. The disaster probably killed a load of rabbits and pigs as well……..Idiots