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Gulf Western Oil's Lone Rider Inspires Australians to ‘Go the Distance’

The Monkeys campaign from Scoundrel director Tim Bullock follows the savvy adventurer through the Australian landscape with the world's most durable engine oil

Gulf Western Oil's Lone Rider Inspires Australians to ‘Go the Distance’

Building on its reputation as the makers of the only engine oil tough enough to withstand the harsh Australian conditions, Gulf Western Oil, Australia’s largest manufacturer of lubricants, is launching its first major brand campaign telling the story of the Lone Rider. 

Created by The Monkeys, part of Accenture Interactive, ‘Lone Rider’ follows a savvy adventurer who roams the tough Australian landscape atop his trusty vehicle, with nothing but his wits and the world’s most durable engine oil by his side. 

Meanwhile, his unique ride, with its huge, exposed engine and monster wheels, provides the ultimate proof of concept for the sustaining endurance of Gulf Western Oil.

To ensure the Lone Rider’s vehicle was as impressive and capable as the oil itself, Gulf Western Oil turned to vehicle concept designer Peter Pound and vehicle builder Harry Dakanalis who had previously brought the cars in the Mad Max films to life.

The 60-second film, directed by Scoundrel’s Tim Bullock, runs this week online and on Gulf Western Oil’s social channels. A behind the scenes film also takes a look under the bonnet of the epic off road vehicle, and will also feature online.

Gulf Western Oil managing director, Ben Vicary, says: “Celebrating our brand’s spirit of determination, our latest campaign seeks to inspire Aussie motorists with the Lone Rider’s grounded and observational wisdom.” 

The Monkeys creative director, Benn Sutton, adds: “Motor oil marketing is traditionally horribly dull stuff where someone drones on about technological droplets. So it was an absolute joy to work with Ben and his team at Gulf Western Oil who wanted to tell an entertaining product story that captured the spirit of the Australian customer and the land they operate in.” 

Featured Companies: Scoundrel

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Client: Gulf Western Oil

Managing Director: Ben Vicary

General Manager: Nik Alpert

National Sales Manager: Peter McColl

National Design Manager: Christine Gauci


Creative Agency: The Monkeys, part of Accenture Interactive

Group CEO & Co-Founder: Mark Green

Group Chief Creative Officer & Co-Founder: Scott Nowell

Chief Creative Officer: Tara Ford

Managing Director: Matt Michael

Chief Strategy Officer: Fabio Buresti

Executive Creative Director: Vince Lagana

Creative Director: Benn Sutton

Creatives: David Klein, Mike Burdick, Danny Pattison & Barnaby Packham

Senior Planner: Joe Harris

Business Director: Jack Stone

Head of Production: Penny Brown

Senior Integrated Producer: Kat Stephens


Production Company: Scoundrel

Director: Tim Bullock

Executive Producer: Kate Gooden

DoP: Shelley Farthing-Dawe

Vehicle Concept Artist: Peter Pound

Vehicle Build Supervisor: Harry Dakanalis

Vehicle Construction: Harry Dakanalis & Ben Toyer - Pro Action Stunts

Production Designer: Aaron Crothers


Casting: i4 Casting – Joseph Wijangco

Post Production

Offline Editor: Adam Wills


VFX: Fin Design + Effects

VFX Supervisors: Justin Bromley & Alex Pattinson

Executive VFX Producer: Alastair Stephen

VFX Producer: Isabelle Howarth


Colourist: Ben Eagleton – BE Colour


Sound Design: Song Zu

Sound Designer: Simon Kane

Sound Executive Producer: Katrina Aquilia


Music Composition: Damian De Boos-Smith - MADBS Composing Palace


Stills Photographer: Klint Collier

Stills Digi/Assist: Diego Lorenzo José

Making of

Making of Creatives: Danny Pattison & Max Rapley

Making of Videographer: Timothy Parsons

Making of Editor: Kyle Brandse, The Monkeys

Category: Fuel , Utilities

Genre: Dialogue , Storytelling