Any ad which manages to use the phrase 'industrial lubricants' without raising a juvenile titter is going to be intriguing, and this brilliantly animated film for Mobil1 definitely hits that mark.
The action centres on the part the 'dot' plays in our lives and the many ways it's expressed - making a point (pun intended) about how important little things are. The palette here is lovely, a mix of bright, colourful animation and live action hands moving the various incarnations of dots around.
Seeds, full stops, buttons, bullet points; each visual demonstration is perfectly judged to ensure one concept flows smoothly into the next. From art to business, we're told, dots help to increase productivity and efficiency.
The final reveal that the dot we've been building up to is a dab of industrial lubricant is simple and effective. Thanks to the preceding examples, a dull and decidedly unglamorous product area manages to grab our attention and lodge the Mobil1 name in our minds - making it a jolly good example of a brand awareness commercial.