“The Most Epic Battle” for TOTAL EXCELLIUM Fuels
Total Liban is launching in its network of service stations TOTAL EXCELLIUM, the new fuel that cleans the engine kilometer after kilometer. With its army of additives specially designed by Total researchers, TOTAL EXCELLIUM fuel fights dirts in the engine and prevents up to 93%* of fouling and cleans up to 24% of existing build-up.
The launching of TOTAL EXCELLIUM fuel goes together with an international advertising campaign developed by Paris-based advertising agency, BETC. The new campaign sees TOTAL EXCELLIUM fuel embodied by an army of superheroes from different universes, eras and ethnic backgrounds. Their mission is to eliminate engine dirt, which is represented by a horde of dirty, hideous monsters.
The campaign adopts a resolutely modern and spectacular tone to highlight the cleansing power of TOTAL EXCELLIUM fuel as well as its benefits for consumers. A clean engine is an engine that lasts longer, consumes less, maintains its initial performance and emits less CO2.
The tagline, “The fuel that cleans your engine km after km”, sends a clear message about the benefit of using TOTAL EXCELLIUM fuel while echoing the Group’s signature, “Committed to Better Energy”.
Directed by Simon McQuoid, the campaign borrows from the popular codes of blockbuster films in what has become a tradition for Total, which in recent years has regularly played on the genre in its international product advertising. The Australian director has brought all of his talent and offbeat tone to deliver an innovative, high-impact campaign that makes an original contribution to the world of fuel advertising.
The campaign will run in more than 40 European, African, Central American and Asian countries that market the Group’s premium TOTAL EXCELLIUM fuel.
About Total Marketing & Services
Total Marketing & Services develops and distributes mainly petroleum-based products and all related services. Its 31,000 employees are present in 109 countries and its product and service offerings are sold in 150 countries. Total Marketing & Services welcomes over 8 million customers daily in its network of over 14,000 service stations in 62 countries. Total is the world’s fourth-largest oil and gas company and the No. 1 distributor of petroleum products in Africa. Total Marketing & Services operates 50 production sites worldwide that manufacture lubricants, bitumen, fuel additives, fuels and special fluids.
Total is a major energy player, which produces and markets fuels, natural gas and low-carbon electricity. Our 100,000 employees are committed to better energy that is safer, more affordable, cleaner and accessible to as many people as possible. Active in more than 130 countries, our ambition is to become the responsible energy major.
 . TOTAL EXCELLIUM fuel available at only TOTAL service stations at the same price set weekly by the Government
 . In gasoline engines in comparison to a non-specifically additivated fuel. Tests conducted by an independent body