The most popular manufacturer of motor oil, Pennzoil, announced that they will be putting on a new game face with a bold new ad campaign. The company said that the new ad campaign will focus on how their products clean engines and how it eventually affects the driver.

The new ad campaign with a theme "Feel the Clean" will be making its debut around the staging of the 50th Daytona 500 on February 17. Pennzoil will be using the television, print, and online media to spread the word.

Steve Harman, president of Shell's US Lubricants Business, said that being the most popular company in their field, they are excited with the new ad campaign. "As leaders in the industry, we are truly excited about introducing this innovative positioning and uniquely positive marketing approach for Pennzoil, our No. 1 motor oil brand," said Harman.

"This new focus on Pennzoil's active cleansing agents highlights the product line's advanced technology in a way that is meaningful for consumers and ties into the connection that many of them feel with their vehicles," added Harman.

Doner, Detroit, the new creative agency of Pennzoil, is the one behind this bold new marketing campaign. It is focused on how Pennzoil products successfully keep an engine very clean. The ad campaign will then focus on how this cleanliness of an engine positively affects the performance of the vehicle and the driver eventually.

This new marketing campaign will be focusing on Pennzoil's conventional engine oil and its Pennzoil Platinum full synthetic motor oil. The latter has been developed by Pennzoil to clean three times better than the conventional motor oil.

At the 50th running of the Daytona 500, the new ad campaign will also be felt. Last year's winner of the race, Kevin Harvick will be driving the No. 29 Shell/Pennzoil car will be given much exposure in the launching of the ad campaign. His new car for this season is equipped with components as reliable as Mazda RX7 radiators and Harvick may be on track to win yet again at Daytona. A win would be very helpful in the promotion of Pennzoil's new product.

Troy Chapman, Pennzoil Brand Director, said: "Having defending Daytona 500 champion Kevin Harvick racing for victory in the #29 Shell/Pennzoil car will help spread Pennzoil's message of active cleansing agents."

Matt MacDonell, SVP for Doner said that their goal is to send a real message to auto enthusiasts. "Our goal was to prominently present a strong message about the active cleansing agents in Pennzoil motor oils and demonstrate that a clean engine can help enhance the driving experience," said MacDonell. "Launching the advertising campaign during the Daytona 500 allows us to convey this new message to key consumers prior to peak consumer driving season," he added.