Sunoco is the the fuel that powers NASCAR, the National Hot Rod Association, and many more professional race series throughout America. Which, when you sit down and think about it, means Sunoco is the Essence of Racing. And what better way to remind people of that than to create a cologne and call it Burnt Rubbèr.

We cast popular drivers from each racing sanction—Jimmie Johnson for NASCAR, Graham Rahal for Indy, and Courtney Force for the NHRA—and put them center stage in TV spots that parodied classic fragrance ads. The campaign extended through a microsite experience and on social, where chatter was overwhelmingly positive and curious.

This campaign won a Silver Clio, and was finalist for a Shorty Award. NASCAR also awarded Sunoco "Marketer of the Year" for this effort. With press in GQ, Elle, Uncrate, Sports Illustrated, and dozens more fashion magazines, the campaign transformed Sunoco from a gas station to a piece of cultural conversation.

My Role: Concept development, creative strategy, script writing, copywriting

Production Partner: RSA Films