With gas prices being so high, Arco shifted their strategy and just launched new lighthearted creative to drive home the message that the brand is a high-value brand with Arco’s “Quality TOP TIER gas for less” tagline.
The new campaign features the all-new adventures of Arco’s dashboard hula girl, Hanna. Who knew her name was Hanna?
Hanna brings her sunny personality to the work and makes some new friends — including a timid piggy bank, an over-confident air dancer and a collection of emphatic bobbleheads — while spreading the word about Arco’s savings on quality gas, and convenient payment options. Watch below:
REELated:
“Piggy” and “Mood” were created by RPA, directed by David Shafei, and edited by Rachael Connelly of Bicoastal Union (the company’s Guicho Flores contributed as well).
“Working with RPA is always wonderful and I was excited to work on an account that has so much leeway for an editor to play,” says Connelly. “When you’re working with inanimate objects, the performances take shape in the edit and can go a myriad of ways; all of which I had so much fun exploring.”
For her part, Connelly could not be more gratified by the experience. “You never know exactly how a creative team will respond to that first batch of rough cuts – you’re serving them your heart on a platter,” she notes. “So seeing how delighted the creatives were watching the several different ways we could go with these spots is the best feeling. It’s heart-warming, and it pays the most intrinsic rewards.”
Hanna has seen significant increases in awareness and likability — her awareness has increased over the last two years. Arco is leveraging Hanna more broadly in 2023 and 2024 to drive top-of-mind awareness via point-of-purchase and out-of-home as well as social, video, radio, and website.
The Arco campaign launched on May 30th and is composed of four spots, eleven unique social assets, and two Hispanic market spots. Broadcast will run in Los Angeles, San Diego, and Palm Springs.
CREDITS:
CLIENT: ARCO
AGENCY: RPA
- EVP, Chief Creative Officer: Joe Baratelli
- SVP, Executive Creative Director: Pat Mendelson
- Associate Creative Director: Erin Costello
- Associate Creative Director: Jeff St Jean
- Senior Art Director: Hide Konishi
- Senior Copywriter: Dang Phan
- Art Director: Eden Han
- Copywriter: Gabriel Lichstein
- EVP, Chief Production Officer: Gary Paticoff
- SVP/Group Director, Video Production: Selena Pizarro
- Executive Producer: Jenn Pearse
- VP, Director of Business Affairs: Maria Del’Homme
PRODUCTION COMPANY: World War Seven
- Director: David Shafei
- Line Producer: Michael Mitchell
- Managing Partner: Josh Ferrazzano
- Executive Producer: Sloane Skala
EDIT: Union Editorial
- Editor: Rachael Connelly
- Assistant Editor: Katie Alison
- Editor (Spanish): Guicho Flores
- Senior Producer: Lauren Alvarez
- Executive Producer: Victoria Russell
- Managing Partner: Michael Raimondi
VFX/FINISHING: Hunter
- Executive Producer: Logan Aires
- Producer: Andrew Rinehart
- Lead VFX Artist: Evan Guidera
- VFX Artist: Maury Rosenfeld
- VFX Artist: Seth Silberfein
- VFX Artist: Carlos Morales
COLOR: Hunter
- Colorist (Mood & Piggy): Evan Guidera
- Colorist (Air Dancer & Yes Men): Carolyn Woods
AUDIO/FINAL MIX: Lime Studios
- Mixer/Engineer: Dave Wagg
- Assistant Mixer: Matthew Conzelmann
- Mixer/Engineer (Spanish): Jaime Zapata
- Executive Producer: Susie Boyajan
MUSIC: Audio Networks
