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August 2014
Issue: April 1, 2002

Oily performance

NEW YORK - Steel Rose Editorial (www.steelroseedit.com) cut together a new :30 spot for the Pennzoil-Quaker State Company that uses rapid cuts and a mosaic pattern of imagery to promote its five-oil Quaker State blend. Shot on location at the Homestead Racetrack in Florida, it features race instructor Skip Barber along with NASCAR Winston Cup champion Jeff Gordon.

Tucker Partnership in NYC conceived the commercial, which was shot by Green Dot Films in Santa Monica. The voiceover informs the viewer that Barber knows performance and that "Quaker State's five oils are formulated for fine-tuned performance in different engines." Four-time champ Gordon, leaning against his Dupont Chevrolet, reinforces the message by adding, "Hey, it's working for me."

Steel Rose owner/editor John Monte cut the project and Splash's Andy Milkis created the end visual, which features five Quaker State bottles coming forward and slamming toward the camera, followed by the logo treatment. Bert Berat did the final online in Splash's Quantel Editbox.

NYC's Riot handled the transfer process with Victor Mulholland serving as colorist. Manhattan's Russo/Grantham provided the original score and Lower East Side's Peter Buccellato handled the final mix.