- PETRONAS Legacy: the company celebrates 10 years of the PETRONAS Network in Italy with a production by Fargo Film.
- Designed to speak to a broad audience, the campaign shines a light on mechanics — a profession that is seeing a growing number of women in a traditionally male-dominated field
- Ciro Lupo, Business Head for Italy & Africa PETRONAS Lubricants International: “The campaign, created to celebrate the ‘formula of excellence’ that has always guided PETRONAS Lubricants International, brought to life not only our products and brand values, but also the beating heart of Italian workshops: the people”
PETRONAS Lubricants International (PLI), the global division of PETRONAS dedicated to high-performance lubricants and functional fluids, returns to TV with a new campaign celebrating workshops in honour of the 10th anniversary of the Italian PETRONAS Network.
PETRONAS Lubricants International unveils a compelling new advertising campaign in the signature style that has long distinguished the company and its historic brands. The campaign, titled “LEGACY”, is a spot produced by Fargo Film and created to commemorate a decade of workshop excellence — a tribute to the deep-rooted culture of Italian mechanical craftsmanship and the “formula of excellence” that continues to drive the company, headquartered in the Turin area.
The spot will air exclusively on Rai networks until June 28, 2025, with 388 broadcasts in 30”, 15”, and 4” billboard formats during high-visibility programs such as TG2 Motori, 90° Minuto, La Domenica Sportiva, and throughout the 2025 Giro d’Italia, followed by millions of viewers across the country. The media plan also includes screenings in major Italian cinemas, as part of the Rai Pubblicità circuit, in combination with the film F1, from June 25 to July 9, 2025.
“The campaign, created to celebrate the ‘formula of excellence’ that has always guided PETRONAS Lubricants International, highlighted not just our products and values — such as heritage, expertise, training, and reliability — but also inclusivity, gender equality, and human connection. These are the qualities that make today’s workshops modern and vibrant places, where people — just like in our company — remain the true driving force behind the PETRONAS Network,” said Ciro Lupo, Business Head for Italy & Africa, PETRONAS Lubricants International.
The story’s protagonists are an experienced mechanic and a young woman who turns out to be his daughter — the same one portrayed with him in an old photograph. This narrative choice reflects the intergenerational passing down of skills, values, and passion: a heartfelt tribute to the craftsmanship and dedication behind every drop of PETRONAS oil.
The set, an actual PETRONAS workshop in Turin, was transformed into an industrial museum for the occasion, enhanced with historic signage from Olio Fiat and Selenia, carefully selected by Federico Bollarino, curator of the PETRONAS Heritage Highlights corporate museum based at the Santena headquarters near Turin. The setting — a perfect blend of tradition and innovation — underscores the authentic charm of Italian workshops and reaffirms their relevance in today’s world.
“The ‘formula of excellence’ we were able to develop as a team with the Marketing & Communication department of PETRONAS Lubricants Italy was essential in telling the story of such an iconic and long-standing brand,” said Federico Gasca, director of the spot produced by the Turin-based audiovisual company.
PETRONAS “LEGACY” is more than just an ad — it’s a story of identity, a tribute to the passion, work, and future of Italian workshops. A powerful return for a brand that continues to write its legacy of innovation and reliability.
Credits
Credits
Production Company: Fargo Film
Production Representative: Ludovico de Maistre
Executive Producer: Federico Mazzola
Creative Direction: Maurizio Bodrero
Historical Advisor: Federico Bollarino
Director: Federico Gasca
Director of Photography: Beppe Gallo
Editor: Ginevra Artoni
Colorist: Gaetano Lombardi
Media Planning: Internal Team
Link to the spot:
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Santena (Turin), May, 26th 2025
