Humor Is at the Heart of Exxon Mobil's New National Marketing Campaign
IRVING, Texas — ExxonMobil is highlighting humor as a central part of its new national marketing campaign, which showcases the ways that parents handle thousands of details and carefully plan a schedule to keep their family moving throughout the day.
The brand commissioned comedian and mother Jenni Pulos to share the humor in this daily juggling act. Pulos and ExxonMobil collaborated on three videos for the campaign that feature:
- A "momologue" from behind the wheel;
- Real mothers and fathers being ambushed at the pump discussing how they plan their schedules; and
- A Jenni Pulos-signature rap on gas.
The campaign videos were inspired by a national survey conducted in the United States that shared the humor in busy schedules and the importance in fuel economy to give time back, according to ExxonMobil.
Key survey findings included:
- 30 percent of parents have secretly wished to be stuck in traffic just to have a few minutes to themselves.
- 22 percent have let their child eat candy for breakfast, just to get out the door on time.
- 28 percent have done homework or school projects for their child in order to get to bed themselves.
- 72 percent have told a white lie to their child to get them to do something and 18 percent say the same of every week or day.
- 69 percent of parents, if given five extra minutes in the day, would rest in a sound-proof room, while 24 percent would grab a slice of pizza and eat it alone.
Synergy Gasoline from Exxon and Mobil uses seven key ingredients to protect the engine and provide better gas mileage where fewer minutes pumping gas means more time for family or for oneself, according to ExxonMobil.
Irving-based ExxonMobil is the largest publicly traded international oil and gas company.