• TALKING CARS Campaign
• A Time-Consuming Process
• Further Reading

575 Market St.
San Francisco
California
94105
USA
tel: (415)894-7700
fax: (415)894-6079
website: http://www.chevron.com

TALKING CARS Campaign

Overview

In 1995, the Chevron Corp. launched a $35 million advertising campaign to introduce its line of Techron gasolines. Techron was a detergent additive formulated to prevent engine deposits and to reduce vehicle emissions. Rather than dwelling on the technical details of the Chevron product, the new print, radio, and television campaign featured talking cars imbued with human personalities and mannerisms. "Talking Cars" was conceived by Chevron's ad...