Total Quartz 4 Campaign

A Journey to the Heart of Total Quartz Lubricants

A robot with a firmly established reputation, chased by zombots: that is the recipe for the new TOTAL QUARTZ 4 campaign that borrows the codes of the blockbuster films. It's unexpected, offbeat and funny and features the return of a RobotQuartz that was modernized for the occasion. We asked Hervé Hébert, M&S Vice President Commercial Image and Brands, and Thierry Gourault, M&S Vice President Automotive Lubricants, for some explanations.

The RobotQuartz, a bedrock of our DNA

A RobotQuartz that came straight out of a car engine, lubricated with TOTAL QUARTZ engine oil, is chased by Zombots in a frantic race under extreme conditions. One sees them cross through a cold chamber and continue their pursuit under a blazing sun. The object of their desire? Lubricants with Age Resistant Technology (ART) that improves protection against mechanical wear by up to 64% and with which only our RobotQuartz is lubricated. "Our audience very strongly associates the RobotQuartz with our lubricants; by keeping it in this campaign, we were certain to establish the notoriety of the TOTAL brand, " explained Hervé Hébert. But there is more: the innovative spot breaks with the previous campaigns by praising the qualities of the lubricant, in particular by integrating a demonstration of the TOTAL QUARTZ product.

More than just an advertising spot

The objective? To give the RobotQuartz a life that's independent of this film. The campaign will be rolled out in the digital media and in print: billboards, social media, Internet, smart phones, etc. It will be broadcast through multiple channels to make TOTAL QUARTZ lubricants known to the largest possible audience. M&S plans to run this campaign in a maximum number of affiliates, going beyond the 60 countries that used the previous edition. That is why the robot was rethought and modernized to allow for his use at the four corners of the world. And that is why his jawbone, which previously had a human form, has been completely robotized to avoid any association with a particular geographic region.

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