“We Speak Fleet” Is Circle K’s Way to the Weekday Warrior

I like to see business-to-business advertising that appeals to the person who will make the purchasing decision in decidedly human ways.

Humor, for instance, is an underused approach in B2B.

Circle K is helping to change the score with this campaign from Taylor, Nick Spooner director and Brooklyn-based production company.

“My main marching orders were to make standout spots that were funny and entertaining,” says Spooner. “As a director, to have that as the sole objective is awesome. From the get-go, Taylor was open to experimenting with different comedic elements. They were extremely receptive and a dream to work with.”PRISM.

In “Exterminator,” the actor portraying a Circle K employee raises her fingers as if they were antennae and impersonates an ant, complete with “ant-speak.” Not originally in the script, the actors featured within the campaign were so sharp in improvisation, the zany off-the-cuff additions slotted in perfectly.

The gas station in Charlotte, NC where the campaign was filmed never actually closed during the shoot. Real customers pulled in and out, with the resulting ambient noise affecting the takes. Spooner and his crew had to move fast while paying constant attention to the ever-shifting challenges of an uncontained set.