{"id":17221,"date":"2025-05-26T10:17:56","date_gmt":"2025-05-26T09:17:56","guid":{"rendered":"https:\/\/www.anicecommunication.com\/en\/?p=17221"},"modified":"2025-05-26T14:43:16","modified_gmt":"2025-05-26T13:43:16","slug":"petronas-legacy","status":"publish","type":"post","link":"https:\/\/www.anicecommunication.com\/en\/petronas-legacy\/","title":{"rendered":"PETRONAS Legacy: a commercial that captures the heart of Italian workshops"},"content":{"rendered":"<ul>\n<li><strong>PETRONAS Legacy: the company celebrates 10 years of the PETRONAS Network in Italy with a production by Fargo Film.<\/strong><!--more--><\/li>\n<li><strong>Designed to speak to a broad audience, the campaign shines a light on mechanics \u2014 a profession that is seeing a growing number of women in a traditionally male-dominated field<\/strong><\/li>\n<li><strong>Ciro Lupo, Business Head for Italy &amp; Africa PETRONAS Lubricants International: \u201cThe campaign, created to celebrate the &#8216;formula of excellence&#8217; 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\u201d<\/strong><\/li>\n<\/ul>\n<p>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.<\/p>\n<p>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 <strong>\u201cLEGACY\u201d<\/strong>, is a spot produced by Fargo Film and created to commemorate a decade of workshop excellence \u2014 a tribute to the deep-rooted culture of Italian mechanical craftsmanship and the \u201cformula of excellence\u201d that continues to drive the company, headquartered in the Turin area.<\/p>\n<p><a href=\"https:\/\/www.anicecommunication.com\/it\/wp-content\/uploads\/sites\/3\/2025\/05\/250526_PETRONAS_spot_tv_02.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-22643\" src=\"https:\/\/www.anicecommunication.com\/it\/wp-content\/uploads\/sites\/3\/2025\/05\/250526_PETRONAS_spot_tv_02.jpg\" alt=\"PETRONAS Legacy - spot tv\" width=\"1280\" height=\"853\" \/><\/a><\/p>\n<p>The spot will air exclusively on Rai networks until <strong>June 28, 2025<\/strong>, with <strong>388 broadcasts<\/strong> in 30\u201d, 15\u201d, and 4\u201d billboard formats during high-visibility programs such as <em>TG2 Motori<\/em>, <em>90\u00b0 Minuto<\/em>, <em>La Domenica Sportiva<\/em>, and throughout the 2025 <em>Giro d\u2019Italia<\/em>, followed by millions of viewers across the country. The media plan also includes screenings in major Italian cinemas, as part of the <strong>Rai Pubblicit\u00e0 circuit<\/strong>, in combination with the film <em>F1<\/em>, from <strong>June 25 to July 9, 2025<\/strong>.<\/p>\n<p>\u201cThe campaign, created to celebrate the &#8216;formula of excellence&#8217; that has always guided PETRONAS Lubricants International, highlighted not just our products and values \u2014 such as heritage, expertise, training, and reliability \u2014 but also inclusivity, gender equality, and human connection. These are the qualities that make today\u2019s workshops modern and vibrant places, where people \u2014 just like in our company \u2014 remain the true driving force behind the PETRONAS Network,\u201d said <strong>Ciro Lupo<\/strong>, Business Head for Italy &amp; Africa, PETRONAS Lubricants International.<\/p>\n<p><a href=\"https:\/\/www.anicecommunication.com\/it\/wp-content\/uploads\/sites\/3\/2025\/05\/250526_PETRONAS_spot_tv_03.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-22641\" src=\"https:\/\/www.anicecommunication.com\/it\/wp-content\/uploads\/sites\/3\/2025\/05\/250526_PETRONAS_spot_tv_03.jpg\" alt=\"PETRONAS Legacy - spot tv\" width=\"1280\" height=\"853\" \/><\/a><\/p>\n<p>The story\u2019s protagonists are an experienced mechanic and a young woman who turns out to be his daughter \u2014 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.<\/p>\n<p>The set, an actual PETRONAS workshop in <strong>Turin<\/strong>, was transformed into an industrial museum for the occasion, enhanced with historic signage from <strong>Olio Fiat<\/strong> and <strong>Selenia<\/strong>, carefully selected by <strong>Federico Bollarino<\/strong>, curator of the PETRONAS Heritage Highlights corporate museum based at the Santena headquarters near Turin. The setting \u2014 a perfect blend of tradition and innovation \u2014 underscores the authentic charm of Italian workshops and reaffirms their relevance in today&#8217;s world.<\/p>\n<p>\u201cThe &#8216;formula of excellence&#8217; we were able to develop as a team with the Marketing &amp; Communication department of PETRONAS Lubricants Italy was essential in telling the story of such an iconic and long-standing brand,\u201d said <strong>Federico Gasca<\/strong>, director of the spot produced by the Turin-based audiovisual company.<\/p>\n<p><a href=\"https:\/\/www.anicecommunication.com\/it\/wp-content\/uploads\/sites\/3\/2025\/05\/250526_PETRONAS_spot_tv01.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-22642\" src=\"https:\/\/www.anicecommunication.com\/it\/wp-content\/uploads\/sites\/3\/2025\/05\/250526_PETRONAS_spot_tv01.jpg\" alt=\"PETRONAS Legacy - spot tv\" width=\"1280\" height=\"720\" \/><\/a><\/p>\n<p><strong>PETRONAS \u201cLEGACY\u201d<\/strong> is more than just an ad \u2014 it\u2019s 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.<\/p>\n<p><strong>Credits<\/strong><\/p>\n<p><strong>Credits<\/strong><br \/>\nProduction Company: Fargo Film<br \/>\nProduction Representative: Ludovico de Maistre<br \/>\nExecutive Producer: Federico Mazzola<br \/>\nCreative Direction: Maurizio Bodrero<br \/>\nHistorical Advisor: Federico Bollarino<br \/>\nDirector: Federico Gasca<br \/>\nDirector of Photography: Beppe Gallo<br \/>\nEditor: Ginevra Artoni<br \/>\nColorist: Gaetano Lombardi<br \/>\nMedia Planning: Internal Team<\/p>\n<p><strong>Link to the spot:<\/strong><\/p>\n<p><a href=\"https:\/\/youtu.be\/JO88kZC2YZg\">PETRONAS &#8220;Legacy&#8221; | TV SPOT<\/a><\/p>\n<p style=\"text-align: center;\">\u2013 END \u2013<\/p>\n<hr \/>\n<p>Santena (Turin), May, 26th 2025<\/p>\n<p><a href=\"https:\/\/www.anicecommunication.com\/en\/petronas-lubricants-international-appoints-anice-pr-agency-for-media-relations-accross-italy-and-africa\/\"><strong>Press Office\u2013 PETRONAS Lubricants Italy<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>PETRONAS Legacy: the company celebrates 10 years of the PETRONAS Network in Italy with a production by Fargo Film.<\/p>\n","protected":false},"author":1,"featured_media":17222,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1329,266,265],"tags":[1425,1419,1427],"class_list":["post-17221","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pli-petronas","category-press-room-press-releases-en","category-anicecommunication-blog-en","tag-petronas-legacy","tag-petronas-network","tag-petronas-tv-spot"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - 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