Valvoline targets fans with global World Cup push

Valvoline by Aramco has launched its global campaign tied to the FIFA World Cup 2026, focusing on the journeys fans take to follow the tournament and the role of automotive performance in supporting those trips.

The campaign introduces the brand’s first FIFA World Cup ad, The Original Motor Oil. For the Driven., as part of a broader effort to connect with audiences across multiple international markets.

Highlighting fan journeys and brand heritage

The campaign centres on the experiences of fans travelling to matches, positioning Valvoline by Aramco’s products as part of those journeys. The ad spot traces the brand’s 160-year history alongside the evolution of the FIFA World Cup™, linking mobility with fan culture.

Developed with global creative agency We Are Laugh and produced in Chile, the campaign begins with a local rollout in Mexico before expanding to markets including the United States, China, India, Australia, Canada, Thailand and Saudi Arabia.

Michael Kirtman, chief brand officer at Valvoline Global: "Being The Original Motor Oil means we have always been a part of the fan's journey. The FIFA World Cup™ is the perfect platform to celebrate this as fans all over the world travel in cars, buses, trucks and motorcycles to watch their country play. This ad campaign celebrates the fans who go the distance for the game, and the skilled hands that trust Valvoline by Aramco to keep every fan moving. We're proud that our products and campaign can champion the people who make the journey, as well as those who help make it possible."

Multi-channel rollout across global markets

The campaign will run through July across broadcast television, digital out-of-home, radio, social platforms and experiential activations. It aims to drive engagement by encouraging fans and mechanics to share their own stories connected to the tournament.

In addition to the advertising rollout, the initiative includes sweepstakes and instant-win promotions in selected regions, offering participants the chance to win trips to the FIFA World Cup 2026™.

Extending engagement beyond advertising

The broader campaign reflects a strategy to build emotional connections with audiences by focusing on shared experiences tied to sport and travel. By highlighting both fans and mechanics, Valvoline by Aramco positions its brand within the wider ecosystem supporting global sporting events.

The activity will continue as the tournament approaches, with further opportunities planned to engage audiences throughout the competition period.

www.valvolineglobal.com

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