It was fantastic to see that Ogilvy & Mather London’s work with BP was featured as The Drum’s ‘Ad of the Day’ today.

Fronted by animated character, Orby, voiced by Dougray Scott, the creative uses Orby to tell the story of BP’s new product.

Created by Ogilvy & Mather, TV and radio elements will run until 10 April with more than 1,000 BP sites in the UK experiencing a full forecourt POS takeover. TV and radio activity will also be supported by direct mail to customers through BP’s loyalty partner, Nectar, and by digital advertising and PR activations.

Natalie Cattermole, BP Fuel's UK head of marketing, said the campaign would hopefully “encourage consumers to recognise that dirt could be the hidden enemy in their engines".

Samantha Giles, managing partner at Ogilvy & Mather, added the launch was a “great moment for BP” and that the agency was “delighted to introduce Orby”.

You can read more about the ad here.