Everyday Drivers

Digital/Social Campaign

Havoline motor oil was relaunching their line of synthetic motor oil. In a market with competition roaring with Nascar sponsorships and loud revving motors, Havoline went back to its brand tenant "Protecting what matters." So Havoline Pro DS became "Proud sponsor of #EverydayDrivers."

To launch the campaign we tapped insta-famous photographer/story teller Theron Humphrey of the This Wild Idea. We upgraded the engine of his car to take Pro DS and he set out on a road trip meeting #EverydayDrivers. He told their extraordinary stories, from a surfer catching waves in California to a couple exploring the frontiers of Oregon, this mini-series celebrated the #Everyday drivers and their accomplishments.

Havoline Pro DS :30 Anthem


Theron's Story


Joy's Story


Eric & Kaitlyn's Story


Karl's Story


The Orton's Story


Tyson's Story

Social Extension:

To optimize the #EverydayDrivers campaign, social posts with our #EverydayDrivers and a series of everyday objects was created to gardner UGC content as well as create discussion. From inspirational quotes to funny drivers license pictures, responses were engaged and entertaining.