Maxol reveals new national TV ad campaign

Maxol's new ad features a little girl whose mood is uplifted by the friendly customer service she receives in-store

Launch marks the culmination of Maxol’s rebrand investment of €7.5 million



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1 June 2016

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Maxol has officially launched its new TV advertising campaign, entitled ‘Little Girl’. The launch comes at a time when the company is at the height of a rebrand project, which commenced in 2012 and has seen a total investment of €7,500,000 to take the brand image to a new level.

The company says its new campaign aims to highlight the quality and uniqueness of the customer experience at Maxol and the company’s ethos of being ‘at the heart of it’ in the community.

The TV ad will run across Ireland and Northern Ireland TV channels and follows the story of a local young girl Anna, who, before entering the Maxol station is feeling downcast having lost a match. Her experience at the Maxol station and its onsite Moreish café and the conversations she has, soon turns her mood around and she leaves the station with her spirits lifted.

Fergal Harrington, Maxol’s Group brand development manager said the group felt the creation of a TV commercial was “the natural next step for us in terms of timing, having invested very heavily in the business image since 2012”.

“It’s about ensuring we keep momentum going in building brand awareness and we believe our commercial ‘Little Girl’ clearly shows the audience the journey we’ve been on,” he added.

The ad, which was filmed at Maxol Dublin Road, Dundalk and directed by Dermot Malone of Banjoman Films, is being supported by POS material on display in Maxol forecourts, which use a selection of visuals from the campaign. The launch campaign will also be supported by in-store radio, social and digital.

Owens DDB produced the ad which will run from 1 June across RTE1 and 2, TV3, TG4 and UTV Ireland as well as Sky Media channels, C4, C4+1, E4 and More4. In Northern Ireland, the ad will feature on UTV and C4.

For a first look at the ad, check out Maxol’s Facebook page: or website at



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