OVERVIEW.
Gumout: It’s Not Clean Until It’s Gumout Clean
PAUL RENUSCH
PRODUCER
"Gumout: Engine Heads" is a humorous and memorable commercial that brings the power of Gumout’s All-In-One Fuel System Cleaner to life. Produced by Paul Renusch, the ad creatively personifies car engines, turning customers into engine heads to emphasize the importance of using the right product for optimal performance. With a playful approach, the commercial highlights how Gumout goes beyond ordinary cleaners, showing that a vehicle isn’t truly clean until it’s Gumout clean.
SYNOPSIS.
The commercial opens in a bustling auto parts store, where a customer is on a quest to find the right product for his car’s needs. As he browses the shelves, he finds himself alongside a fellow shopper who is not just any regular customer—he’s an engine head, literally. The engine head revs enthusiastically, guiding the customer closer to the right choice with every step.
The customer inspects various products, but it’s not until he reaches for Gumout All-In-One Fuel System Cleaner that the engine head’s revving intensifies, signaling approval. A voiceover chimes in, “Help improve performance, increase fuel efficiency—it’s not clean until it’s Gumout clean.” The product’s benefits are highlighted through quick, impactful visuals, showing how Gumout cleans deeper to enhance engine performance and efficiency like no other.
In a humorous twist, the customer himself turns into an engine head, sharing a knowing look with his newfound friend. They embrace in a light-hearted hug, with one engine head saying to the other, “Bring it in,” celebrating their shared enthusiasm for finding the perfect product. The commercial closes with the Gumout logo and the tagline, reinforcing that for engine heads everywhere, Gumout is the go-to choice for superior cleaning and performance.
CREATIVE DIRECTION:
"Gumout: Engine Heads" uses humor and clever visual effects to create an engaging and relatable experience for car enthusiasts and everyday drivers. The direction plays with the idea of engines as living characters, using the transformation of customers into engine heads to drive home the message that the right product makes all the difference. The commercial’s light-hearted tone and memorable interactions underscore Gumout’s commitment to excellence, ensuring that viewers associate the brand with superior engine care and performance.
KEY MESSAGE.
Gumout isn’t just any fuel system cleaner—it’s the ultimate choice for those who demand the best for their engines. Whether you’re an engine head or just want to keep your car running at its peak, Gumout All-In-One Fuel System Cleaner is designed to go beyond the ordinary, improving performance and increasing fuel efficiency. Remember, it’s not clean until it’s Gumout clean. So, bring it in and give your engine the care it deserves with Gumout.
