Nulon’s ‘The Apex’ via Edge

2 September 2022

Creative Agency: Edge

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The relentless pursuit of improvement.

Creative, content and connections agency Edge has released the latest iteration of Nulon’s  Born This Way platform, The Apex, to launch its new oil range, Nulon APEX+.

To help bring Nulon’s focus on innovation to life in a way that appeals to all automotive consumers – from the people who just want to put the best quality oil in their cars, to the real motorheads who are looking for incremental performance gains – the new campaign focuses on the relentless pursuit of improvement.

Edge put Nulon ambassador and stunt driver Matt Mingay of STUNTZ inc. to the test – asking him to beat his hill track lap personal best by racing his 950hp Chevrolet Camaro SS against a drone-projected laser programmed to challenge him to his best performance ever.

Nulon’s Channel marketing manager, Tom Murray said: “We are really proud of this work. Our brand ethos is all about doing things differently to the competition, innovating and not following category convention – so we needed an execution that brought that ethos to life whilst also (obviously!) shifting some oil. The Edge team responded well to this challenge with an idea that tells an innovation story in very different way.”

Executive planning director at Edge, Richard Parker: “Our research showed that one of the main reasons people change their own oil rather than entrusting the job to a mechanic is so that they can be confident that the oil they choose means their car will reach maximum performance, every time. We wanted to get these people excited about Nulon’s new generation of engine oils with a fast-paced brand film that showcases the product under peak driving conditions.”

The full campaign is commencing in September. Edge handled both creative and media for the Nulon APEX+ launch.


Client: Nulon

Channel Marketing Manager – Tom Murray

Motorsports & Events Coordinator – Chris Dawe

Creative & Media: Edge Sydney

Executive Creative Director – Simon Langley

General Manager – Nicole Gardner

Executive Planning Director – Richard Parker

Senior Art Director – James Gillespie

Senior Copywriter – David Arns

Senior Designer – Waiton Fong

Director - Harry Roth

Producer - Grace Sheridan

Senior Account Director – Alice Sherrah

Associate Planning Director – Yanni Kyriacos

Media Director – Ryan Johnstone

Production Partners

Director of Photography - Joel Egan

Drone Team - Heliguy

Key Grip & Vehicle - Richard Allardice, Motorcrane

Lighting - Two Suns Lighting

Colourist - Matt Fezz

Online - Kenneth Zeng

Sound Design - Tone Aston, Rumble

VO Artist - David Field

Stunt Driver – Matt Mingay, STUNTZ inc


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