STP Performance Filtration: resurrecting a brand

How do you re-introduce STP Performance Filters, a muscle-era brand seeking acceptance among today’s generation of tuners and their new class of cars? By drawing on the same insights that made them an icon in the past.


Above are the two creative platforms and four campaigns presented to STP. Ultimately, the company chose not to more forward with any advertising and the work remains a great “could have been.”