Valvoline Instant Oil Change Teams up With College Sports Mascots in Hill Holliday Campaign

Apr. 03, 2025

With March Madness in full swing, Valvoline Instant Oil Change (VIOC) is teaming up with winning college sports mascots to deliver for fans and catch some of the school spirit that helps win championships. 

The brand, which has partnerships with the University of Tennessee and Ohio State University, turned to creative powerhouse Hill Holliday to develop a campaign highlighting how VIOC technicians train to be the best, just like top-level athletes, with the tagline:  "To be a champion, you have to train like one."

The humorous spots, one for each team, feature Tennesssee’s mascot Smokey and Ohio State’s Brutus, bounding into a Valvoline service visit, high-fiving the technician and getting the job done. The spots launched during March Madness last week.

Dave Weist, Chief Creative Officer of Hill Holliday said:

"We wanted to capture the ultimate sports fan belief that being the best at what you do takes practice and dedication. Just like the elite athletes these mascots represent, Valvoline upholds the highest standards in customer service.”

 

Jake Lestan, Valvoline Inc.'s Vice President of Marketing said:

"We are excited to partner with The Ohio State University Athletics and University of Tennessee Athletics. From the hours of training to the commitment to excellence, there are great synergies between the teams at Ohio State and Tennessee, and our winning teams at Valvoline Instant Oil Change. Our technicians are ready to serve all fans at 113 service centers in Ohio and 73 in Tennessee."

 

The campaign features social broadcast spots, social media videos, out of home, and in-store signage. Hill Holliday also designed discount cards and other promotional offers.