Keep on Moving

Keep on Moving

JET’s first television advertising campaign in twenty years

JET’s new TV advert, the first for over 20 years, launched on 1st September 2020.

Filmed at the new JET Dove Retail White Rose forecourt in Barnsley and throughout the stunning Peak District National Park, the TV ad captures the journey through the eyes of the driver.

Road trip

A unique take on a classic road movie theme – the campaign film features a man at a grand piano travelling through dramatic English countryside playing and singing Joe Jackson’s iconic 80’s hit ‘Steppin’ Out’. He then briefly stops at a JET forecourt/site to refuel before hitting the road again to resume his memorable musical journey accompanied by the line: ‘Don’t let filling up slow you down’.

The ‘Keep on Moving’ campaign is the latest activity in an ongoing brand refresh for JET. Last year, the brand debuted a new image programme for our fuel brand including updated logos, modern forecourt image and bright LED lighting. This was followed by the rebranding of its Premium Fuel offer, JET ULTRA with the relaunch of the website in early 2020.

Brand investment

“We are continuing to invest in our brand and the growing retail business to be the best we can be for our drivers, our dealers and the local communities we serve” says Mary Wolf, Managing Director, UK Marketing, Phillips 66 Limited. “In fine tuning the JET brand our aim is to improve the experience for our customers and to give the drivers who visit our forecourts everything they need and want to continue their journeys quickly and safely. It is a simple, straightforward ‘driver-first’ ethos that is perfectly captured in this new campaign.”