Creative Execution

To maximize the output of the strategy, we chose to cast a well-known Japanese actor that did not rest on his laurels after gaining fame, but instead chose to go his own path as a singular artist of all expression. In the video, we had the actor “race” two speeding race cars on the circuit, the traditional image associated with Mobil 1, and had him express his own path to reaching the goal and becoming No.1.

With the look of a documentary, the video depicts a person resolutely sticking to his own path, his own pace, while still moving forward, as he is repeatedly overtaken by two speeding race cars. His steadfast will to reach No.1 in his own unique way succeeded in inspiring not just young people (the intended target) but all viewers of the video.

Rather than conforming to the values of motorsport that “speed is the only way to become No.1,” Mobil 1 decided to become a brand that roots for and supports those that go their own path to become No.1 in their own unique way. “You are the 1.” is an encapsulation of the brand's new message. To embody and express this message, Mobil 1 chose a man that didn’t rest on his laurels after gaining fame as an actor; the renowned Japanese actor Mirai Moriyama continues to go his own path as a singular artist of all expression.