Bangkok, Thailand – PTT Lubricants has launched a new brand campaign that shifts away from typical performance-led messaging commonly used in the automotive category, opting instead for an emotionally driven narrative.
The campaign is headlined by a long-form mockumentary developed in collaboration with Yell Bangkok. The film follows three generations of the Jirapanvadee family and centres on their family car, affectionately named P’Mek.
In the mockumentary, the vehicle is portrayed as a member of the family, appearing in milestone moments across generations. The storyline highlights the idea that, much like any family member, the car requires consistent care and attention.
According to Yell Bangkok, the campaign was developed based on the insight that Thai families often form strong emotional connections with their vehicles. Instead of focusing on technical specifications or product superiority, the brand chose to position its lubricants through a narrative that underscores care and longevity.
The agency also noted that the approach reflects broader expectations among consumers across the Asia-Pacific region, where audiences increasingly respond to relatable and emotionally resonant brand storytelling.
