On the Driver's Side...

It's not easy bringing personality to a commodity, but I think the new 76 Gas campaign is excellent. Every driver feels at least a little bit like the king of the road when they're behind the wheel and this new positioning ("We're on the driver's side.) taps into that nicely. (Remember VW's "Drivers Wanted")

The idea that the driver has veto power over the music. Or, if you happen to be a bus driver, then you have to deal with 30+ backseat drivers. And my favorite, yes, if everyone drove like me the world would be a better place.

I don't, however, love each execution unconditionally. I could do without the bladder reference.

Anyway, I'm a sucker for a good double entendre and I know that some of these billboard / bus card executions have made me smile and feel good about 76 - where before there was no feeling at all.

Fill'er up.