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By Gillian West | Social media manager

March 18, 2016 | 2 min read

BP has unveiled its first major UK advertising campaign in 10 years to support the launch of its new range of ‘dirt-busting’ Ultimate fuels.

Fronted by animated character, Orby, voiced by Dougray Scott, the creative uses Orby to tell the story of BP’s new product.

Created by Ogilvy & Mather, TV and radio elements will run until 10 April with more than 1,000 BP sites in the UK experiencing a full forecourt POS takeover. TV and radio activity will also be supported by direct mail to customers through BP’s loyalty partner, Nectar, and by digital advertising and PR activations.

Natalie Cattermole, BP Fuel's UK head of marketing, said the campaign would hopefully “encourage consumers to recognise that dirt could be the hidden enemy in their engines".

Samantha Giles, managing partner at Ogilvy & Mather, added the launch was a “great moment for BP” and that the agency was “delighted to introduce Orby”.

“Orby is a warm and loveable character who can help consumers understand the benefits of Active technology in new BP Ultimate.”

The campaign will run from now until November.

Agency: Ogilvy & Mather

Production: Blinkink

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