The Svitol Technik Lube campaign looks like it portrays the happy ending of a Pixar film. Starring pairs of happy robot couples, it likens this mechanical product to personal intimacy lube used by humans. A hilarious comparison, people will instantly be drawn to the subject matter at hand. From there, they can read the tag line, "The best for small mechanisms," and draw the right conclusions from there.
Conceived and executed by BCube, an ad agency based in Milan, Italy, the Svitol Technik Lube campaign was art directed by Aureliano Fontana with creative direction by Francesco Bozza and Bruno Vohwinkel, who also wrote the copy. The fun imagery was illustrated by Artoutlab and Claudio Luparelli.
By combining playfulness with a sexual undertone, the Svitol Technik Lube campaign will appeal to many.