Creating Brand Love Through Song

We created original songs with lyrics and music composition done by in-house Luckie Creative, that highlighted these amazing products in a playful way. Next we created a character, Phil The RaceTrac Employee, to perform these songs, further strengthening brand recognition while providing a bit of humor to engage our audience. We took Phil to social, meme-ifying clips from the spots paired with competition-like challenges that got people dancing and talking; turning this idea into a series of memorable experiences through organic, relatable content.