Jiffy Lube
Jiffy Lube
About
Client
Jiffy Lube
Role
Copywriter
Project
Social Campaign
Year
2022
Client
Jiffy Lube
Role
Copywriter
Project
Social Campaign
Year
2022
Client
Jiffy Lube
Role
Copywriter
Project
Social Campaign
Year
2022
Process
(01)
Challenge
Car maintenance isn’t competing with other brands. It’s competing with neglect. Most Americans drive, but very few think proactively about their cars, especially younger drivers. For Gen Z, car care is easy to ignore until something breaks, feels expensive, or becomes unavoidable. It’s not top of mind, emotionally resonant, or culturally relevant. Jiffy Lube faced a subtle but significant problem: how do you earn attention from a generation that doesn’t actively care about what you offer?
(01)
Challenge
Car maintenance isn’t competing with other brands. It’s competing with neglect. Most Americans drive, but very few think proactively about their cars, especially younger drivers. For Gen Z, car care is easy to ignore until something breaks, feels expensive, or becomes unavoidable. It’s not top of mind, emotionally resonant, or culturally relevant. Jiffy Lube faced a subtle but significant problem: how do you earn attention from a generation that doesn’t actively care about what you offer?
(01)
Challenge
Car maintenance isn’t competing with other brands. It’s competing with neglect. Most Americans drive, but very few think proactively about their cars, especially younger drivers. For Gen Z, car care is easy to ignore until something breaks, feels expensive, or becomes unavoidable. It’s not top of mind, emotionally resonant, or culturally relevant. Jiffy Lube faced a subtle but significant problem: how do you earn attention from a generation that doesn’t actively care about what you offer?
(02)
The Human Truth
Younger drivers aren’t avoiding car maintenance because they don’t care. They avoid it because it feels confusing, inconvenient, and disconnected from their day-to-day priorities. Maintenance lives in the future tense. Something you’ll deal with later. Ideally not today.
(02)
The Human Truth
Younger drivers aren’t avoiding car maintenance because they don’t care. They avoid it because it feels confusing, inconvenient, and disconnected from their day-to-day priorities. Maintenance lives in the future tense. Something you’ll deal with later. Ideally not today.
(02)
The Human Truth
Younger drivers aren’t avoiding car maintenance because they don’t care. They avoid it because it feels confusing, inconvenient, and disconnected from their day-to-day priorities. Maintenance lives in the future tense. Something you’ll deal with later. Ideally not today.
(03)
The Idea
Treat car maintenance like self-care, not an obligation. We positioned Jiffy Lube as a brand that understands how Gen Z moves through the world, showing up in the platforms they already use and speaking in a tone that felt familiar, light, and human. Instead of preaching responsibility, the work reframed maintenance as something you do for yourself, not because you have to, but because future you will be glad you did.
(03)
The Idea
Treat car maintenance like self-care, not an obligation. We positioned Jiffy Lube as a brand that understands how Gen Z moves through the world, showing up in the platforms they already use and speaking in a tone that felt familiar, light, and human. Instead of preaching responsibility, the work reframed maintenance as something you do for yourself, not because you have to, but because future you will be glad you did.
(03)
The Idea
Treat car maintenance like self-care, not an obligation. We positioned Jiffy Lube as a brand that understands how Gen Z moves through the world, showing up in the platforms they already use and speaking in a tone that felt familiar, light, and human. Instead of preaching responsibility, the work reframed maintenance as something you do for yourself, not because you have to, but because future you will be glad you did.
(04)
The Result
We developed social-first messaging designed to live natively across TikTok, Instagram, YouTube, Twitch, and Facebook, with copy that emphasized ease, reassurance, and emotional payoff. The work spanned: • Platform-native social copy and visuals • Awareness-to-consideration messaging across funnel stages • Creative that prioritized relatability over instruction The messaging met people early, stayed present, and nudged them forward, carrying them from passive scrolling to active consideration. Rather than forcing urgency, we normalized maintenance as part of everyday life, something you handle before it becomes a problem.
(04)
The Result
We developed social-first messaging designed to live natively across TikTok, Instagram, YouTube, Twitch, and Facebook, with copy that emphasized ease, reassurance, and emotional payoff. The work spanned: • Platform-native social copy and visuals • Awareness-to-consideration messaging across funnel stages • Creative that prioritized relatability over instruction The messaging met people early, stayed present, and nudged them forward, carrying them from passive scrolling to active consideration. Rather than forcing urgency, we normalized maintenance as part of everyday life, something you handle before it becomes a problem.
(04)
The Result
We developed social-first messaging designed to live natively across TikTok, Instagram, YouTube, Twitch, and Facebook, with copy that emphasized ease, reassurance, and emotional payoff. The work spanned: • Platform-native social copy and visuals • Awareness-to-consideration messaging across funnel stages • Creative that prioritized relatability over instruction The messaging met people early, stayed present, and nudged them forward, carrying them from passive scrolling to active consideration. Rather than forcing urgency, we normalized maintenance as part of everyday life, something you handle before it becomes a problem.
