An oil brand made an ad with no music, no CGI, and zero dialogue. It won a Cannes Lions. Here's why that worked. ㅤ In 2017, Pennzoil made a short film about the last Dodge Viper ACR. ㅤ A driver-for-hire infiltrating a secure facility, stealing back a Viper, and breaking out using some of the most impressive stunt driving ever put on camera. ㅤ They hired Rhys Millen to do it for real. ㅤ And because the Viper's 8.4L V10 provides its own soundtrack, Pennzoil made the call: the car doesn't need music. Let it breathe. ㅤ The ad won a Cannes Lions and a Grand Prix from the IMFA. ㅤ But here's the part that matters for us. ㅤ Why did Pennzoil make this, and not Dodge? ㅤ Because Pennzoil is the OEM oil of choice for many high-end motors, including that legendary V10. They weren't selling oil in this ad. They were earning a place in the culture around it. ㅤ They dressed up the car enthusiasts already loved in yellow, made something worthy of the car's 25-year legacy, and showed the world what they...