Total is kicking off a new "Road Movie" ad campaign in 28 African countries, to coincide with the Africa Cup of Nations football tournament. The campaign is designed to show that Total reinvents itself daily to keep up with the continent's fast pace of change. It also highlights the extent to which the Company leverages its innovative capabilities to serve its customers.
The television commercial features a group of four musicians who are rushing to a concert and who stop at Total service stations on their way that will help them make it on time. The campaign emphasizes the many innovations available at the service stations, which are much more than just a place to fill your tank. The list includes food services, mobile phone payment and Awango by Total solar lamps.
Another highlight of the campaign is the unveiling of the Total network's new baseline: "Energizing life. Every day." This baseline will be deployed gradually around the world. More than an advertising slogan, it shows our commitment to helping energize our customers every day.