“Be The Phillips 66 Of Whatever You Do” Is An Awkward But Clever Call To Action

San Francisco’s Venables Bell & Partners launched a new campaign for ConocoPhillips’ Phillips 66 brand today.

The campaign’s tagline, “Experts in gas since 1927,” plays up Phillips 66’s heritage and history of striving to bring consumers the best in performance gasoline.

The work includes TV, radio, a refresh of content for the Philips66 Website, digital banners, as well as out of home billboards and in-station signage. The campaign, which features the brand’s “Local Legends” contest (which runs May 16 – November 27) will reward three grand prize winners with free gas for a year and the chance to appear in future TV spots.

Editor’s Note: Imagine how much better this article would be if we paid a reporter to write it.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.