ExxonMobil Puts Official Sports Partnerships In Fast Lane To Support New Product Launch

ExxonMobil Puts Official Sports Partnerships In Fast Lane To Support New Product Launch

ExxonMobil will feature Stewart-Haas Racing driver Kevin Harvick and Basketball Hall of Famer Dikembe Mutombo in an upcoming national marketing campaign for Mobil 1 Annual Protection motor oil.

Mobil 1, the Official Motor Oil of NASCAR and Official Motor Oil of the NBA, will feature Stewart-Haas Racing (SHR) driver Kevin Harvick and Basketball Hall of Famer Dikembe Mutombo in an upcoming national marketing campaign for Mobil 1 Annual Protection motor oil. The new product is a synthetic motor oil from ExxonMobil that offers consumers the convenience of driving one full year – or up to 20,000 miles (whichever comes first) – between oil changes.

In the campaign, Harvick and Mutombo star as the “Tremendously Odd Couple.” It offers the light-hearted premise of what happens when miniature-sized versions of a professional racecar driver and a retired NBA center are roommates living in an engine. Mutombo and Harvick educate consumers about the value of Mobil 1 Annual Protection with the unique, if not counterintuitive, call to action: “Don’t change your oil … for one full year.”

“It’s a fun, cool campaign to support an exciting new product,” said Harvick. “Mobil 1 has been a mainstay in the garage for years, and our team relies on their lubricants and technology to compete each weekend on the race track. In part, this product is a result of our race-day testing.”

The Mobil 1 Annual Protection television commercials and digital videos can be viewed by clicking on the links below:

“It was quite the unique experience to learn more about NASCAR and work with Kevin,” said Mutombo, who was inducted into the Basketball Hall of Fame in 2015. “Mobil 1 is one of the most recognizable and respected brands in the world, and it is an honor to help launch this new product with them.”

On the track, the Mobil 1 Annual Protection brand will serve as the primary sponsor for one race for each of the four SHR entries, starting with Harvick’s No. 4 Ford at Las Vegas Motor Speedway (March 12), followed by Danica Patrick’s No. 10 Ford at Bristol Motor Speedway (April 23), Kurt Busch’s No. 41 Ford at Richmond International Raceway (April 29) and Clint Bowyer’s No. 14 Ford at Kansas Speedway (May 13).

“We’re excited to unveil Mobil 1 Annual Protection motor oil to the public,” said Kai Decker, global sponsorship manager at ExxonMobil. “And there’s no better way than in combination with NASCAR fans, our partners at SHR and our new relationship with the NBA.”

ExxonMobil says it will supplement the advertising campaign and primary sponsorships with unique digital content throughout the 2017 season, including features of SHR team co-owner Tony Stewart navigating his first year in full-time management with Harvick, Patrick, Busch and Bowyer along for the ride.

Mobil 1 is entering its 15th season as the Official Motor Oil of NASCAR. The brand has been the Official Motor Oil of the NBA since October 2016.

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