Cult icon Ramon Bautista embodies motorcycle lifestyle
in new Petron Sprint 4T TV ad
posted 11 March 2008
Oil industry leader Petron Corporation has chosen cult icon Ramon Bautista – a versatile performer/film-maker/teacher – as its endorser for their new line of Petron Sprint 4T motorcycle oils.
Bautista, 29 years old, is a film professor at the University of the Philippines Film Institute. He is a talent for several TV shows and appears regularly on MTV. He also works as a radio DJ and as a director for a local television network. In addition, he is a painter, photographer and entrepreneur.
According to Petron advertising manager Charmaine Canillas, "Ramon Bautista embodies the qualities that many of our young people can aspire to. He is a smart, talented and responsible person who is also 'cool' – which may be why he is looked up to as a cult icon in the local art scene."
Petron recently launched its new line of Sprint 4T motorcycle oils with a 30-second TV commercial showing the diverse ways that motorcycles are being put to use in the real world. The "slice of life" treatment depicts motorcycles as an important means of transportation for working class families as well as for business use.
A transportation consultant was involved in the production process to ensure that traffic regulations and safety riding considerations were properly addressed while retaining the real-world feel of the ad.
At the same time, Petron vice-president for marketing Jose K. Campos, Jr. notes: "Petron is aware that with the increasing popularity of motorcycles especially among the youth, there is a need to promote rider safety. This is why we support rider education and rider safety programs. In fact, to supplement our television ad campaign, we are coming out with a series of newspaper foot ads focusing on various aspects of motorcycle rider safety, such as the use of helmets, wearing bright reflective clothing, etc."
The newly-launched Petron Sprint 4T motorcycle oils incorporate a specially-designed Thermal Control System (TCS) to meet the requirements of modern four-stroke motorcycles. It is available in three variants – Petron Sprint 4T Extra for reliable performance; Petron Sprint 4T Rider for riding dependability; and Petron Sprint 4T Enduro for racing experience. Petron Sprint 4T motorcycle oils have been formulated to meet international standards.