Purolator Alienates Labradoodle Owners in Edgy Viral Campaign

Robert Farago
by Robert Farago

Puralotor filters are OK, I guess. I’ll defer to our Best and Brightest on that score. The company’s claims don’t seem particularly boastful—“Purolator filtration products provide high quality performance for everyday driving”—or, let’s face it, exciting. And so the company’s ad agency has convinced their client to take a walk on the weird side. “Keep it Pure” is a series of vignettes that thinks outside the bun—although it’s less Dada then da-da-da-da. Anyway, when the ad folks offered us otherwise restricted access to some of these, uh, pronouncements, I said “damn, did I forget to put that up?” Actually, before that, I said, “This campaign was born for our Whiskey Tango Foxtrot” category. Or vice versa. While we await our TTAC-exclusive ’round three “Keep it Pure” moment, here’s one from Purolator’s YouTube channel. I bet you can’t wait for the next installment. In a strange sort of way, neither can I. Despite Mel’s antagonism, despite Detroit’s nationalization, don’t you just love corporate America?

Robert Farago
Robert Farago

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4 of 18 comments
  • Sammy Hagar Sammy Hagar on Aug 12, 2009

    Pure One filters are great filters...get pretty high marks over in that oil festish forum (you know which one). As for the silliness: Do-it-yourselfer + flannel shirt + German Shepherd + Pure One user = Tough Guy! Limp-wristed pansyman paying $80 for dealer bulk oil and mystery filter (free ID10T lube included) = Labradoodle Owner. Note: That's not what I'm sayin'...just what Purolater seems to be sayin'. Funny enough though.

  • Bozzie Bozzie on Aug 12, 2009

    I'll join the chorus with Sammy and Sajeev -- Pure One filters are excellent. Pure One, Bosch and Mobil 1 filters are the only filters with a synthetic/paper hybrid filter media instead of plain paper (per the oil site mentioned above and NTPOG.org). Purolator (recently purchased by Bosch) is putting all their bucks into their product so there's only enough left over for a viral Labradoodle.

  • Dangerous Dave Dangerous Dave on Aug 13, 2009

    Funny is funny, and that was funny.

  • Ohsnapback Ohsnapback on Aug 14, 2009

    Another satisfied customer of Purolator PureOne oil filters here. Gotta' love the Wix filters, too. Remember the most important rule: Friends don't let friends buy Fram oil filters.