Maxol launches national TV ad

Forecourt retailer Maxol has announced the official launch of its new TV advertising campaign.

Entitled ‘Little Girl’, the ad highlights the quality of Maxol’s customer experience and affirms their “at the heart of it” approach to community.

It comes after a rebrand project beginning in 2012, which has seen a €7,500,000 marketing investment.

The TV ad will run across Ireland and Northern Ireland TV channels and follows the story of young girl Anna, who before entering the Maxol station is feeling downcast having lost a match. Her experience at the station and its onsite Moreish café, and the conversations she has there, soon turns her mood around and she leaves the station with her spirits lifted.

Commenting on the launch, Fergal Harrington, Maxol’s group brand development manager said: “We felt that the creation of a TV commercial was the natural next step for us in terms of timing, having invested very heavily in the business image since 2012. It’s about ensuring we keep momentum going in building brand awareness and we believe our commercial ‘Little Girl’ clearly shows the audience the journey we’ve been on.

“The story of Anna is a relatable story for us all and will really connect people to our brand. We’re very pleased with the outcome, as are our retailers and I’m sure our customers will be.”

Owens DDB created the ad, and its creative director Donal O’Dea said their objective was to “emotionally connect” with the message that Maxol is at the heart of the community.

“We’ve managed to do that with a lovely little girl called Anna and her journey through the store, where after a tough day, everyone makes her feel a little bit better,” he said. “That’s what Maxol is all about.”

The ad was filmed at Maxol Dublin Road, Dundalk, and was directed by Dermot Malone of Banjoman Films. It is being supported by promotional material on display in Maxol forecourts, which use a selection of visuals from the campaign. The launch campaign will also be supported by in-store radio, social and digital.

The ad will run from June 1 across RTE1 and 2, TV3, TG4 and UTV Ireland as well as Sky Media channels, C4, C4+1, E4 and More4.

In Northern Ireland, the ad will feature on UTV and C4.