Press Release: Mobil1 launches new global ad campaign with Expeditions West

[Scott Brady]

For Immediate Release

1/15/2008- Mobil1 launches global advertising campaign featuring Expeditions West
Mobil1 is the title sponsor of the Expeditions West Arctic Ocean adventure. In March 2007, adventure driver Scott Brady and his team of navigator and co-driver Chris Marzonie and Overland Video Director, Pasquale Benedetto traveled 9,000 miles from Arizona to the frozen Arctic Ocean.


http://www.expeditionswest.com/arctic_ocean/Images/11arctic_route_map.jpg

Using the high-quality images and HD video captured from the expedition, Mobil1 and Expeditions West created a series of web media pages, dynamic video podcasts and print coverage to promote their synthetic fluids.

http://www.expeditionswest.com/arctic_ocean/review/mid/Arctic_Ocean_EW-24.JPG

This global marketing campaign was launched at SEMA in Las Vegas, Nevada, and is currently being showcased in Asia, and will progress around the world on Mobil's global websites, until it's final release in North America in February 2008. This media campaign is expected to reach 10 million viewers.

Mobil 1 Site launch: Singapore (english) (http://www.mobil.com.sg/Singapore-English/LCW/Audiences/EW_main.asp)
http://www.mobil.com.sg/Singapore-English/LCW/Images/550x104_exwest_home.jpg

HD Video Podcasts:
Arctic Ocean Podcast (http://www.overlandvideo.com/podcasts/mobil1/Seq_Dempster_podcast.mov) (23mb MOV)
Frozen Peel River Podcast (http://www.overlandvideo.com/podcasts/mobil1/Seq_Peel%20River_podcast.mov) (22mb MOV)
Technical Driving Podcast (http://www.overlandvideo.com/podcasts/mobil1/Technical.mov) (24mb MOV)
Desert/Adventure Driving Podcast (http://www.overlandvideo.com/podcasts/mobil1/adventure_driving.mov) (27mb MOV)
Note: Special thanks to the exceptional work and talent of Overland Video's (http://www.overlandvideo.com/video_production/) Pasquale Benedetto.

Media:
Worldwide coverage of the Arctic Ocean Expedition on Mobil1.com
HD Video for worldwide distribution on behalf of Overland Video and ExxonMobil.
Still Images and editorial for the new Overland Journal and other outdoor publications
Arctic Ocean Expedition Mini-Site expeditionswest.com

About Expeditions West:
Expeditions West is an adventure and marketing services company located in Prescott, Arizona, providing professional drivers, product consulting and testing, and editorial content to the outdoor and automotive industries.

Expeditions West Title Sponsors: Adventure Trailers, ARB USA, EarthRoamer, Equipt Expedition Outfitters, ExxonMobil and Viking OffRoad

Expeditions West's Arctic Expedition was also generously supported by: BFGoodrich Tires, American Racing Wheels, Eezi-Awn Tents, Extreme Outback Products, Outback Imports (FR), Demello Off-Road, 4Wheelers Supply, Deaver Springs, Sirius Radio and Thule.

Expeditions West's next adventure is a 20,000 mile circumnavigation of South America and north traverse of Central America and Mexico, planned for Winter 2008. For more information on becoming a title sponsor of Expeditions West and to learn more about our product promotion and testing services, please contact us.

[crawler#976]

SAWEEEEEEET!

Congratulations Scott, Chris and Pasquale!

[Ursidae69]

Wow. :eek: I wonder how long until we reach 4k members, a few days?! :lurk: Congrats on another great accomplishment Scott. :)

[WhereTheHellIsJames?]

Great podcasts, great coverage, great exposure!

Well done Scott, Chris, and Pasquale- Congrats to you!

:lurk:

[njtaco]

'bout time...:rolleyes:

J/K :D

Congrats on the great press, Scott, Chris, and Pasquale. This is great news for the ExWest company ventures, and I wish the best to each/all of you.

(Gonna get crowded around here...)

[IH8RDS]

Wow! That's incredible. Congrats!!

[Ursidae69]

Has Mobile released any of the results from the analyses they ran on the oil? I'd be curious to see what they saw compared to a normal cycle. I have used Mobile 1 synthetic from almost day one in my Tacoma, it is reassuring to see just how well it performed. :bowdown:

[Scott Brady]

Has Mobile released any of the results from the analyses they ran on the oil? I'd be curious to see what they saw compared to a normal cycle. I have used Mobile 1 synthetic from almost day one in my Tacoma, it is reassuring to see just how well it performed. :bowdown:

I have that somewhere... I will dig it up. Essentially, after 10,000 miles, it was within all required ranges, and no abnormal engine wear was measured.

[adventureduo]

Congrats! Getting sponsors to stand behind you is tougher than anyone ever thinks it is! You've worked hard and i hope someday in my lifetime i can acompish half of what you have done. Thanks for inspiring all of us.

[kcowyo]

Congratulations Scott, Chris & Pasquale. Nicely done.

I've also used Mobil 1 from day one. Very interesting to see that after 10K all was well. Makes me wonder why I've been changing it every 5K?

The Dude has mad camera & editing skills - :bowdown:

[ChuckB]

Very Cooool!!!

[Christian P.]

Congratulations! very impressive.

[taco2go]

Congratulations, Mr Brady and cohort!! Definitely Big Time now. The video clips are beautiful.

Here's to many more overland conquests, documented in HD to inspire the rest of us.:beer:



...memento mori....remember thou art only mortal...:)

[DaktariEd]

Yowza! How cool is this? :victory:
Way to go guys!

http://www.geocities.com/daktaried/safari.gif

[wagner_joe]

:victory:

Scott, Chris and Pasquale

Very very awesome! It's great to have met two of you and being an avid follower of each of your vehicles, it is truly inspiring and awesome to get to know each of you!

Keep up your high levels of integrity and accountability !

CONGRATS

:victory:

[Andrew Walcker]

Nicely done Scott, Chris and Pasquale! :beer: Way to represent the overlanding community; you three should be very proud of this accomplishment!

[olympiccop2002]

Excellent job guys! :)

Bjorn

[goodtimes]

Great job Scott! You guys rock.






seriously.






:jump:

[alvarorb]

Very cool.
Congratulations.

You guys put out high quality stuff. I would not be surprised if one of these days you end up on TV.

Alvaro

[Willman]

Congrads guys!

Can't wait to see it on the TV!


:rally_guys:

[1leglance]

wow wow wow
you guys have really come a long way...
from looking at the first video content ya'll produced to this is amazing
great work and I can't wait to see what 2008 generates

[Desertdude]

Thanks folks!

A Big Thank you to Scott and Chris, for inviting me to tag along and point the lens in their faces 24/7. You two rock no matter what the conditions... :smiley_drive:

A special Expedition thank you to my good friend Alvaro. For his fine work on Spanish Translations for the Exxon/Mobil podcasts. Gracias Amigo! :ylsmoke:



::::

[edgear]

This is awesome stuff!! It was great getting to see a sneak peek at some of this on the Trophy event -- but even better now to see it officially released!


The Dude has mad camera & editing skills - :bowdown:
As well as music skills, and chainsaw skills.
:rockon:

[HongerVenture]

Congrats guys! This is first class stuff. You inspire me quite a bit.

Joel

[SOAZ]

Right on. Way to go!:beer:

[LUISJG]

...
you guys rock !!!!!

[flywgn]

Well done Scott. I know how difficult it is to land sponsors of this calibre.

Cheers!

Allen R

[grouch]

Pretty cool....hehehe.

[overlander]

Keeping the faith and the dream alive. Well done.

Please abduct me next time and throw me in the back. I can handle being "shang-highed" for something like this.

[MaddBaggins]

Mr Brady can I have your autograph :p

Cool stuff guys!

[jeffryscott]

very cool guys. You are awesome .... Congrats.

I've been using Mobil 1 for over 20 years, swore by it after living in -40 and having my little car start up every morning with no worries and no external heating. It's been my only oil ever since.

[Streakerfreak]

Congratulations! That is a very cool achevement:wings:

[Redline]

I also would like to see the data.


Has Mobile released any of the results from the analyses they ran on the oil? I'd be curious to see what they saw compared to a normal cycle. I have used Mobile 1 synthetic from almost day one in my Tacoma, it is reassuring to see just how well it performed. :bowdown:

[p1michaud]

Well done to the 3 amigos!
:luxhello:


It was great getting to see a sneak peek at some of this on the Trophy event -- but even better now to see it officially released!

I caugh that too, the Trophy video will be great I can tell!
:wings:

[haven]

Nice job. Kudos to Pasquale for matching the music to the pogo of the truck suspension in several places.

Three criticisms: First, I thought the cuts editing at the start of the Peel River piece was too fast. When you have a clip with text in it (a roadsign, for example), you don't want to cut so fast that people can't read it. Focusing and unfocusing the eyes imparts a dizzy feeling.

Second, the audio quality at the start of the Technical Driving piece has too much reverb. It sounds like Scott is talking inside a phone booth. The other three pieces don't suffer from this.

Third, showing Scott tear up sandy two-tracks in the Adventure Driving piece will bring criticism about a lack of environmental sensitivity. That's the kind of attention Mobil and Expeditions West probably don't want.

Chip Haven

[Scott Brady]

Third, showing Scott tear up sandy two-tracks in the Adventure Driving piece will bring criticism about a lack of environmental sensitivity.

Thanks for the feedback Chip, however, it is sand, not compacted or other scarable surface. Sand is EXACTLY where you can have some fun "Tearing" it up... The next night of wind or water flow errases all evidence of the fun :) which is specifically why we chose that environment for the higher speed footage. ;)

[Lost Canadian]

Sand is EXACTLY where you can have some fun "Tearing" it up...
Not to be directed at you Scott, I would only add to that comment to be sure that sand is not part of a beach dune system. I only say that because I've ran across some coastal areas where there have been issues with dune erosion cause by humans .

[Scott Brady]

Absolutely, and many times of the year driving on a beach in Baja can cause issues too, with fowl and turtles (and other fauna). It must be an area where OPEN OHV travel and speeds are permitted, which is why we used the Imperial sand dunes and an open OHV area for the "high speed" stuff :)

[Desertdude]

Nice job. Kudos to Pasquale for matching the music to the pogo of the truck suspension in several places. Chip Haven


Thank you for taking the time to really watch the podcasts and offer your opinion.



Three criticisms: First, I thought the cuts editing at the start of the Peel River piece was too fast. When you have a clip with text in it (a roadsign, for example), you don't want to cut so fast that people can't read it. Focusing and unfocusing the eyes imparts a dizzy feeling. Chip Haven

The idea is to enjoy the excitement, to read simply pause the podcast. The cuts were slowed down to half the speed I actually wanted it to be. These podcasts are teasers not informative movies. It's an edgy fast paced art piece.



Second, the audio quality at the start of the Technical Driving piece has too much reverb. It sounds like Scott is talking inside a phone booth. The other three pieces don't suffer from this.Chip Haven

Good ear. Yep its a bummer, nothing we could do... it was captured in an open room, with no sound treatment, on the fly. Deadlines came and time ran out...


Third, showing Scott tear up sandy two-tracks in the Adventure Driving piece will bring criticism about a lack of environmental sensitivity. That's the kind of attention Mobil and Expeditions West probably don't want.Chip Haven

Good point Chip, lets hope not. And Exxon/Mobil would have not accepted the piece if they did not want the attention. The maneuver was done properly by a professional, in the right locations (as Scott mentioned.) We could have added a disclaimer. We will take this in to consideration for future work.


As with any work for hire, its your clients that you want to please. Exxon/Mobil wanted something very edgy, high energy and real.

We overcame all the obstacles, spend the time, energy and resources to capture something interesting, and delivered the goods. ;)

[TACODOC]

This is so cool!

:bowdown: :bowdown: :bowdown:

[Arivalsend]

Very cool guys congrads. I saw some the pictures of the trip and I was even more stoked by the video. Very good work and what a hell of an adventure! My hat is off to you three.:jumping: