The commercial features the employees who keep stations running and embody the brand’s focus on closeness, service and commitment to its customers. By showing scenes from an ordinary day in the life of a station manager, pump attendant, mechanic, car washer and store staff, Total shows its stations as they really are: community hubs.
The commercial is also a nod to football, a popular, fun sport that brings people together and holds a special place in the hearts of Africans, especially South Africa. It also reminds people of the partnership created between Total and the Confederation of African Football in 2016, which signals the Group’s desire to further strengthen its ties and close relationship with a continent that is an integral part of its makeup.
With a television commercial, online formats (Instagram stories, Facebook animated gifs, short YouTube videos) and posters featuring all key station services, the campaign is likely to be a hit in South Africa, where people are passionate about online advertising.
About Total affiliate
Established in 1954, Total South Africa is 50.1% owned by France-based multinational Total. Total South Africa is an integral part of, and plays a significant role in, the international, world-class Total. This means that our company is able to benefit from shared access to internationally acclaimed best practices, technological expertise and top-flight business innovations.
About the Marketing & Services Division of Total
The Marketing & Services division of Total develops and markets products primarily derived from crude oil, along with all of the associated services. Its 31,000 employees are present in 110 countries and its products and services offers are sold in 150 countries. Every day, Total Marketing & Services serves more than 8 million customers in its network of over 16,000 service stations in 65 countries. As the world’s fourth largest distributor of lubricants and the leading distributor of petroleum products in Africa, Total Marketing & Services operates 50 production sites worldwide where it manufactures the lubricants, bitumen, additives, special fuels and fluids that sustain its growth.
About Total
Total is a global integrated energy producer and provider, a leading international oil and gas company, and a major player in low-carbon energies. Our 98,000 employees are committed to better energy that is safer, cleaner, more efficient, more innovative and accessible to as many people as possible. As a responsible corporate citizen, we focus on ensuring that our operations in more than 130 countries worldwide consistently deliver economic, social and environmental benefits.
