"You Are My Lubricant"... GS Caltex's 'Emotional Advertisement' Surpasses 2 Million Views

Breaking Away from Traditional Lubricant Ads
Personifying Lubricant as a Friend
Conveying Encouragement and Support Energy

GS Caltex announced on the 14th that its lubricant brand Kixx surpassed 2 million views on YouTube within a month of releasing an emotional storytelling advertisement video that does not feature lubricant products.

GS Caltex’s “You Are My Lubricant, Kixx” advertisement is significant for breaking away from the typical industry ads that focus on lubricant product performance by featuring cars. Instead, it adopts a dramatized storytelling approach that emphasizes the video’s narrative. The ad focuses on making the lubricant product category feel familiar to consumers through emotional storytelling while expressing the unique identity of the Kixx brand.

Kixx commercial video image
Photo by GS Caltex

The protagonist in the advertisement video overcomes various situations?such as basketball games, running competitions, encounters with bullies, and proposal moments?with the help of a friend who is always by their side. Through the protagonist’s perseverance and victory, the ad aims to deliver a message of encouragement and support to hardworking modern people. The lubricant is personified as a friend or helper commonly found around us, embodying the value of Kixx, which has been with customers for a long time.

A GS Caltex representative said, “Through this advertisement, we wanted to convey the heart of Kixx as a friend-like brand that quietly supports customers without losing its original intention over many years. We will continue to develop and supply quality lubricant products so that various machines in our daily lives and industrial sites can operate smoothly.”

Kixx commercial video image
Photo by GS Caltex

Kixx is a global leading lubricant brand exported to over 60 countries overseas, and it has produced advertisements targeting not only the domestic market but also international markets. The global brand film “Made in Korea, Works Around the World,” released on Kixx’s official YouTube channel in 2021, achieved 12.53 million views.

Since establishing its lubricant factory in Incheon in 1969, GS Caltex has been producing and supplying lubricant products. Recently, in response to changes in the lubricant market environment, it launched the hybrid car-exclusive engine oil “Kixx HYBRID,” lubricant for electric vehicles “Kixx EV,” and “Kixx BIO1,” the first domestic lubricant brand engine oil that embodies eco-friendly values from raw materials to product containers.

This content was produced with the assistance of AI translation services.