Take 5 Oil Change, one of the fastest growing franchises in America, has launched the next phase of its hilariously absurd ‘Faster Than You Think’ marketing campaign. Originally debuted in 2021, ‘Faster Than You Think’ returns to showcase the speed of getting an oil change and a car wash in new and unexpected ways.
Created again by independent agency Erich and Kallman, this newest iteration introduces Take 5 Car Wash as well, and reinforces that having your car serviced at Take 5 is Fast, Friendly, and Simple – getting you in, out and back on the road faster than you can imagine. The campaign focuses on a unique brand truth: at Take 5, you stay in your car because an oil change or car wash is faster than you think, leaving you without enough time to do much of anything.
“We’re excited to bring our successful ‘Faster Than You Think’ campaign back to remind customers about the fast, friendly, and simple experience that you can only get at Take 5,” said Brady Noon, chief marketing officer, Take 5. “Time and convenience are now more important commodities than ever. This year, in addition to our oil change service, we are expanding the campaign to also introduce our fast and friendly car wash. ‘Faster Than You Think’ has brought a lot of laughs to our customers as well as a lot of growth to the Take 5 business by pairing a unique brand insight with a smart creative idea. We look forward to seeing how our customers respond to the next chapter of our brand’s story as Take 5 opens more new locations across the country.”
The national integrated campaign consists of TV, radio, digital video, social media, and digital display. Like the original campaign, the new spots comically portray different tasks left unfinished by the car owner during their fast oil change or car wash at Take 5, because the whole process was a lot faster than they thought.
“Our overall approach is grounded in the idea that Take 5’s service is so bafflingly fast, the customer won’t even have time to do a variety of activities. We took that idea and ran with it, coming up with a new bunch of new ridiculous activities that can’t be completed faster than an oil change or car wash. That’s the beauty of ‘Faster Than You Think’ – the creative opportunities are endless under this brand umbrella,” said Eric Kallman, chief creative officer and co-founder, Erich and Kallman, which was named Take 5’s agency of record in 2021. “We love working with the team of smart marketers at Driven Brands who share our love of comedy and big creative ideas that drive business.”
In one TV spot, a lounge singer has had no time to do her vocal warmup before the night’s big show and ends up delivering an alarmingly off-key performance on stage. In another, a woman doesn’t have enough time to finish knitting the sweaters she’s making for her family, resulting in a cheesy family photo where a lot of belly buttons are on display. And in another, a man doesn’t even have time to insert his hearing aid before his car service is complete.
Erich and Kallman worked with director Harold Einstein, who directed last year’s campaign, to bring the creative vision to life again with his signature style of storytelling and humour.