7-Eleven: Go Further
7-Eleven Australia partnered with Mobil to launch a reformulated fuel. They needed to convince skeptical Australian motorists that this fuel offered genuine "extra kilometers" compared to previous versions. CHEP Network was tasked with shifting 7-Eleven's perception from a simple convenience stop to a high-quality fuel destination, breaking the "product parity" trap of the fuel category through a high-impact, multi-channel campaign.
Creative Idea
A cinematic car chase lasts so long the participants eventually forget why it started.
7-Eleven dramatized the "extra kilometers" benefit of reformulated Mobil fuel by staging a cinematic car chase that lasts so long the hero and villain eventually forget why they are even fighting, turning a functional product benefit into high-stakes comedy.
The Car Chase That Lasted Too Long
A High Octane Pivot to Quality
To break the "product parity" trap where fuel is viewed as a commodity, 7-Eleven Australia and CHEP Network targeted the entire Australian motoring public across 600+ locations. The strategy shifted the brand's identity from a convenience stop to a high-tech fuel destination by integrating the "extra kilometers" benefit with the My 7-Eleven App and its Fuel Price Lock feature. Head of Brand Adam Jacka noted that the campaign challenged the team to push boundaries in a category with little differentiation.
Cinematic Deadpan and Endurance
Director Jeff Low utilized his signature quirky, comedic style to transform a functional product benefit into a cinematic epic. The production featured a classic BMW to provide a timeless aesthetic, while Heckler managed high-end visual effects to maintain the "big-budget action" feel. To ground the campaign in professional performance, the brand signed Daniel Sanders, the 2025 Dakar Rally winner, as a long-term ambassador to represent the endurance of the reformulated Mobil fuel.
Stunts and Social Storytelling
Casting director Peta Einberg focused on actors capable of performing high-intensity stunts while maintaining the deadpan delivery required for the joke - that the chase lasts so long the characters eventually lose their motivation. While 30-second spots aired on TV, the brand leaned into digital storytelling by releasing a 60-second extended cut on social channels, prioritizing narrative engagement over traditional ad lengths. This approach helped the campaign gain immediate traction as a top creative pick in major trade publications like Mumbrella and AdNews.
Creative Strategy Deconstructed
Company
7-Eleven offered reformulated Mobil fuel providing more kilometers per tank than previous formulations.
Category
Fuel brands typically rely on generic laboratory claims or performance metaphors that consumers find boring and indistinguishable.
Customer
Drivers view fuel as a commodity and doubt that one brand can actually take them significantly further.
Culture
Cinematic action tropes are universally understood, making them the perfect vehicle to parody for a "never-ending" product benefit.
Company
7-Eleven offered reformulated Mobil fuel providing more kilometers per tank than previous formulations.
Category
Fuel brands typically rely on generic laboratory claims or performance metaphors that consumers find boring and indistinguishable.
Strategy:
Hyperbolize a functional endurance benefit through cinematic subversion to transform a commodity into an entertaining destination.
Customer
Drivers view fuel as a commodity and doubt that one brand can actually take them significantly further.
Culture
Cinematic action tropes are universally understood, making them the perfect vehicle to parody for a "never-ending" product benefit.
Strategy:
Hyperbolize a functional endurance benefit through cinematic subversion to transform a commodity into an entertaining destination.
Results
The campaign supported the rollout of reformulated Mobil fuels across more than 600 7-Eleven stores nationwide. It successfully targeted the entire Australian motoring public through a multi-channel rollout including TV, OOH, audio, digital, and social media. While specific sales lift figures remain confidential, the campaign achieved significant industry recognition, being named a top creative pick for 2024 by Mumbrella, B&T, and AdNews. Additionally, 7-Eleven’s loyalty program, which was a core component of the campaign's digital integration, won 'Best B2B Loyalty Program' at the 2024 International Loyalty Awards. The campaign is currently shortlisted for major 2025 awards including Cannes Lions, Effies, and Spikes Asia.
600+
Retail locations activated nationwide
2024
International Loyalty Award Winner
2025
Cannes Lions Award Cycle Shortlist
Strategy Technique
Exaggerate to Reveal the Truth
By taking the claim of "extra kilometers" to a ridiculous extreme - a chase lasting weeks - the brand makes a dry, functional product benefit impossible to ignore.
Explore Technique
Creative Technique
Action movie
The campaign uses the tropes of a high-octane Hollywood car chase to visualize fuel endurance. By subverting the genre's pacing, it makes the "extra distance" benefit memorable and entertaining.
Explore Technique
Craft Breakdown
The campaign masterfully subverts action movie tropes by using high-octane production values to deliver a deadpan, durational joke that perfectly illustrates product longevity.
DP Stefan Duscio utilized high-end car-to-car filming and a classic BMW to create a timeless, big-budget cinematic aesthetic.
The talent successfully balanced high-intensity physical stunts with the deadpan comedic timing required for the 'forgotten motivation' premise.
Heckler provided seamless VFX that maintained the realism of a high-stakes chase, ensuring the comedy didn't undermine the production quality.
The pacing by Jack Hutchings was critical in transitioning the film from a standard action sequence into a humorous study of endurance.
The magic lies in the contrast between the 'high-stakes' visual language of a blockbuster thriller and the 'low-stakes' mundane dialogue of the characters.
