Puralotor filters are OK, I guess. I’ll defer to our Best and Brightest on that score. The company’s claims don’t seem particularly boastful—“Purolator filtration products provide high quality performance for everyday driving”—or, let’s face it, exciting. And so the company’s ad agency has convinced their client to take a walk on the weird side. “Keep it Pure” is a series of vignettes that thinks outside the bun—although it’s less Dada then da-da-da-da. Anyway, when the ad folks offered us otherwise restricted access to some of these, uh, pronouncements, I said “damn, did I forget to put that up?” Actually, before that, I said, “This campaign was born for our Whiskey Tango Foxtrot” category. Or vice versa. While we await our TTAC-exclusive ’round three “Keep it Pure” moment, here’s one from Purolator’s YouTube channel. I bet you can’t wait for the next installment. In a strange sort of way, neither can I. Despite Mel’s antagonism, despite Detroit’s nationalization, don’t you just love corporate America?
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I’m sure the subsequent “Lebensraum” campaign will be much stronger.
Brilliant marketing – piss off dog owners.
Hasn’t Purolator ever heard of hybrid vigor?
My boss just got a Labradoodle. My guess is he’s not going to be buying Purolator filters.
Most senior execs are engineers or finance guys. If you ever wondered if they are smarter than marketing guys, here’s your answer.
I played that video ten times.
Ten times I said: “HUH?.
But then again, I may only be thinking with my dipstick…
I’m the proud owner of a Labradoodle. I don’t care, and she doesn’t watch much TV so I don’t see any impact around our household.
Purolator filters are quite good, and the ad made me laugh. WIX better step up to the plate.
Good job, Corporate America.
Well, being that “pure” breed dogs are having more and more health issues (and shorter lifespans) due to limited genetic diversity, it won’t be long before they are pretty well gone. Don’t forget to the desired traits people kept breeding these dogs with others that had the same traits and some how came up with the “pure breed” moniker for them. No diversity = faster extinction.
That said, funny commercial. It has people talking, so it is working.
Pure breds are not going to be gone, because people buy them. In other words, we’re dealing with human selection here, not natural selection. And it’s not so much limited genetic diversity as they are bred so much for appearance that other traits suffer, sometimes because appearance interferes with health, and sometimes for other reasons. The smartest dogs, the border collies, are bred for their brains, and not at all for their looks, and because of that, there is a lot of variation in appearance.
You guys are all taking this far too seriously.
The ad was funny as all hell. It had more to do with the setup of the scene, including the German Shepard in the background, and the actor’s timing and delivery, not so much in “what” he said.
Funny is funny. And that was funny!
I don’t get it. Yeah, “Purolator” has “pure” in it, but Fram doesn’t have mixed breed paper in it. I just don’t get it. But then I don’t get much these days.
John
If you don’t analyze it too much it’s funny, but I am a sucker for swearing.
If you analyze it, it doesn’t make any sense at all.
Detroit-Iron: “If you analyze it, it doesn’t make any sense at all.”
Yes, but whether you’re talking about commercials, restaurants, cars or vice presidents, there’ll always be some at the left end of the bell curve.
Man’s best friend shouldn’t be a cat. Just laugh and move on.
There is no “labradoodle”. It’s a mutt of known parentage. Bastards…
@ZoomZoom— You guys are all taking this far too seriously.
The ad was funny as all hell. It had more to do with the setup of the scene, including the German Shepard in the background, and the actor’s timing and delivery, not so much in “what” he said.
Funny is funny. And that was funny!
I agree. That was pretty hilarious—though I am known for having a penchant for the ironic. The question is; Will I remember this ad (and by association, the company and product) the next time I’m walking the aisles of the auto parts store?
Pure One filters are great filters…get pretty high marks over in that oil festish forum (you know which one).
As for the silliness:
Do-it-yourselfer + flannel shirt + German Shepherd + Pure One user = Tough Guy!
Limp-wristed pansyman paying $80 for dealer bulk oil and mystery filter (free ID10T lube included) = Labradoodle Owner.
Note: That’s not what I’m sayin’…just what Purolater seems to be sayin’. Funny enough though.
I’ll join the chorus with Sammy and Sajeev — Pure One filters are excellent. Pure One, Bosch and Mobil 1 filters are the only filters with a synthetic/paper hybrid filter media instead of plain paper (per the oil site mentioned above and NTPOG.org).
Purolator (recently purchased by Bosch) is putting all their bucks into their product so there’s only enough left over for a viral Labradoodle.
Funny is funny, and that was funny.
Another satisfied customer of Purolator PureOne oil filters here.
Gotta’ love the Wix filters, too.
Remember the most important rule: Friends don’t let friends buy Fram oil filters.