Castrol GTX

Carry On Caddy

Format Advertising & Branded Content
Partner Space Digital
Fixation Production partner
Location UAE
We worked with Space Digital to produce a branded content film for Castrol GTX as part of their broader campaign with enthusiast Irv Gordon who drove a 1966 Volvo 3 million miles around the world using Castrol oil. The film focussed on classic car collector, Tariq Al Hajeri whose pristine, refurbished vintage models contrast starkly with the supercars favoured in the region. His 1966 Cadillac Sedan DeVille was the same age as Irv's Volvo so we wanted to show it in a range of settings where the car would be challenged and discuss how the oil manages to keep everything moving. We shot in downtown, in the desert and around the coast of Abu Dhabi.

Castrol GTX were keen to capitalise on the success of their documentary, ‘3 Million Miles’ and their partnership with Irv Gordon. As such they were looking to maintain that documentary feel but create unique, interesting films as part of a global campaign that would resonate with various markets. Working alongside Space Digital we tried to show the best side of the UAE, without just repeating the same content we see produced in the country. Handling the logistics of the shoot was tricky due to the short time we had in which to pull it together but with solid local support it went smoothly.

The film aired online globally.