Castrol has created an advertiser funded film-documentary starring their global ambassador, Cristiano Ronaldo, to launch their new product brand, Castrol EDGE, across its key territories.
Castrol EDGE was "tested to its limits" to become what Castrol claim to be, its strongest, most advanced engine oil yet. By applying the same testing to Ronaldo, the new film-documentary sees the Portugal and Real Madrid winger push himself "to the limits" in the most in-depth scientific examination of a professional football player ever undertaken.
The hour-long film-documentary was shot in Madrid by UK production house Plum Pictures and is part of a campaign by by M&C Saatchi Sport & Entertainment.
'Castrol EDGE Presents Ronaldo Tested to the Limit' sees the star player’s skills, strength and agility taken away from the pitch and into a high performance lab where sports scientists use cutting-edge technology to test him in a series of challenges that show exactly what gives him the edge.
Using ultra slow motion and high impact Computer Generated Imagery, and including a series of interviews with football experts including Fabio Capello and Arsène Wenger, the film-documentary will give viewers unrivalled access to Ronaldo, to find out if he has the strength to perform, or if he will break under the pressure.
The global premiere of Castrol EDGE Presents Ronaldo Tested to the Limit will take place in Madrid, Spain, in September 2011, before being broadcast on TV channels in 15 key markets for Castrol including Europe and Asia. The film-documentary will be supported by a global PR campaign.
Castrol EDGE Global Brand manager, Sean Rahaley said: “We’re incredibly excited to be launching Castrol EDGE globally and to be doing so with a film as groundbreaking as Castrol EDGE Presents Ronaldo Tested to the Limit. By testing Ronaldo to his absolute limit, just like we do with the product, the film showcases the core brand values of Castrol EDGE - strength and performance - in an entertaining and compelling way.
“The film-documentary also allows us to offer a host of exclusive benefits and experiences to our customers and consumers from around the world, including exclusive access to the global premiere this September and opportunities to meet Cristiano in person.”
At the filming in Madrid in July, Cristiano Ronaldo said: “Shooting the film has been really exciting as it’s the first time I’ve ever done something like this. The challenges were designed to look at my strength and skill in detail and it’s been a great experience to see how my body works. The challenges were really tough, but I think I did well on the day.”
Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo
Castrol EDGE was "tested to its limits" to become what Castrol claim to be, its strongest, most advanced engine oil yet. By applying the same testing to Ronaldo, the new film-documentary sees the Portugal and Real Madrid winger push himself "to the limits" in the most in-depth scientific examination of a professional football player ever undertaken.
The hour-long film-documentary was shot in Madrid by UK production house Plum Pictures and is part of a campaign by by M&C Saatchi Sport & Entertainment.
'Castrol EDGE Presents Ronaldo Tested to the Limit' sees the star player’s skills, strength and agility taken away from the pitch and into a high performance lab where sports scientists use cutting-edge technology to test him in a series of challenges that show exactly what gives him the edge.
Using ultra slow motion and high impact Computer Generated Imagery, and including a series of interviews with football experts including Fabio Capello and Arsène Wenger, the film-documentary will give viewers unrivalled access to Ronaldo, to find out if he has the strength to perform, or if he will break under the pressure.
The global premiere of Castrol EDGE Presents Ronaldo Tested to the Limit will take place in Madrid, Spain, in September 2011, before being broadcast on TV channels in 15 key markets for Castrol including Europe and Asia. The film-documentary will be supported by a global PR campaign.
Castrol EDGE Global Brand manager, Sean Rahaley said: “We’re incredibly excited to be launching Castrol EDGE globally and to be doing so with a film as groundbreaking as Castrol EDGE Presents Ronaldo Tested to the Limit. By testing Ronaldo to his absolute limit, just like we do with the product, the film showcases the core brand values of Castrol EDGE - strength and performance - in an entertaining and compelling way.
“The film-documentary also allows us to offer a host of exclusive benefits and experiences to our customers and consumers from around the world, including exclusive access to the global premiere this September and opportunities to meet Cristiano in person.”
At the filming in Madrid in July, Cristiano Ronaldo said: “Shooting the film has been really exciting as it’s the first time I’ve ever done something like this. The challenges were designed to look at my strength and skill in detail and it’s been a great experience to see how my body works. The challenges were really tough, but I think I did well on the day.”
Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo
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