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MAK’s new TVC urges bikers to keep their engines young

When the brief for a new TVC for MAK 4T Plus lubricant came in to the Euro RSCG office two months ago, the team on the job decided to revisit a proposition the brand had used a few years years ago and then abandoned. “We felt that ‘Keeps your engine young’ is a very strong plank for a lubricant to take, and believed it was worth going back to,” said Nilesh Vaidya, executive creative director. The agency also chose to avoid highlighting any functional attribute of the product for this particular campaign.