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During Egypt’s year-round showcasing of adverts, it’s not very likely that you’d come across a commercial for a petrol company, is it? Well, about 12 days ago, it was.
Famed energy and petroleum company, TotalEnergies, recently launched an advert promoting its new Rubia engine oil range for heavy trucks; and it was unconventional to say the least.
So, let us delve into the company’s latest commercial and the creative resources it leveraged to make it come to life.
Ahmed Sheba: A Surprisingly Fitting Brand Ambassador
What stood out the most in this advert was TotalEnergies’ choice of a celebrity advocate. The French multinational company chose famed Egyptian folk singer, Ahmed Sheba to serenade the commercial with a slang-filled tune promoting the engine oil’s premium features.
Sheba’s choice of lyrics was highly effective given that the intended target audience was truck drivers who would resonate with his words; particularly the advert’s chorus line which translates in Arabic to “pamper your car, give her the best there is, and gift her Rubia as a present”.
In the ad, it was “فوق عربيتك وروقها وهاديها روبيا وشبرقها”.
The video title “فوقها” means to make something alert; insinuating two things: that the Rubia Oil livens a truck’s engine when used and that Sheba’s lyrics were once again immaculate in describing this rather complex product.
Rubia Oil & Ahmed Sheba: Two Long-Standing Legacies
While it may initially seem like a contradicting choice given the company’s brand image, we realized Sheba was actually the perfect fit for this ad. For starters, the actor has been a staple name in Egypt’s folk music scene since the year 2000; which metaphorically resembles Rubia’s deep-rooted legacy with truck drivers.
Moreover, the singer had previously released commercial tunes with brands such as Vodafone Egypt and Orange Egypt; as well as Ramadan series; which proves his versatile lyric-writing ability.
Viral Sparks: TotalEnergies’ Unleashed Power with Ahmed Sheeba
TotalEnergies’ latest campaign starring Ahmed Sheeba has set social media ablaze, with staggering numbers and an incredible reach. The campaign’s captivating content and Sheeba’s magnetic presence have sparked a viral sensation, resulting in an unprecedented surge of online engagement. Within hours of its launch, the campaign garnered millions of views, likes, shares, and comments across various social media platforms.
TotalEnergies’ innovative approach to storytelling, coupled with Sheeba’s charisma, has resonated deeply with audiences, fueling a wave of enthusiasm and brand loyalty. As the campaign continues to captivate hearts and minds, it solidifies TotalEnergies’ position as a trailblazer in both the energy industry and the realm of impactful digital marketing.
A Nostalgic Narrative for A Highly Technical Product
Another admirable paradox in TotalEnergies’ commercial was the emotional appeal in its narrative style.
Rather than relying on humor or technical jargon like most commercials do, the company opted for a simpler and classic approach: sentiment.
In the beginning the advert, we see a man stopping in a TotalEnergies petrol station in modern times to use the Rubia oil while reflecting back on the old days when he used the same oil in his truck many decades ago.
Later in the commercial, we also see his son admiring a girl whom he ends up marrying; all while being a truck driver like his dad and using the Rubia oil for his business and road trips with his wife and family.
Finally, the ad closes with the chorus line and we see 3 heavy vehicles driving on one road together to insinuate that Rubia is a trusted engine oil for small trucks, bug trucks, and mini-vans as well.
Rubia Oil: A State-of-the-Art Engine Oil
TotalEnergies’ commercial was not only a success because of its viral tune and heart-felt story; but because of its commitment to excellence.
The Rubia oil has been tested and approved over 200 times by reputable vehicle manufacturers around the world. It has also been designed to be 100% compatible with the engine technology of said manufacturers.
Moreover, the oil has been assessed in real-life conditions during fleet tests and has been closely developed with heavy vehicle manufacturers to match their exact technical requirements.
The Rubia engine oil range comes in three types: Optima, Tir, and Fleet.
You can learn more about the Rubia oil range here.
Who Else Was Behind the Novel Commercial?
Like all media campaigns, TotalEnergies’ success is a collective effort that includes many contributing parties. And one of them is Wavemaker; their media agency. Wavemaker is the second largest media agency in the world and has worked with regional and global brands like Netflix, L’Oréal, IKEA, Huawei, and many more.
And thanks to their noteworthy efforts, the video has curated the highest views across the brand’s releases in the past 6 months; and has reached over 2 million views since its release.