Today sees the launch of Havas CX helia’s latest campaign for Allstar, “Nothing Competes”. The campaign features a new, market-leading product from the fuel card and fleet payment solution provider, named Allstar Chargepass®. With creative that parodies traditional sports advertising to show that Allstar Chargepass® has no competition - because it’s the first and only product of its kind in the UK market.
At the heart of the campaign sits a film directed by Guy Paterson, and stars a young footballer in Allstar colours taking what seems like a high-pressure, match-winning penalty – only to reveal that everything is not what it seems.
The 30-second film playfully leans into all the tropes of classic sports advertising: the high intensity, the pounding heartbeat, the deafening crowd noise, the sweat on the brow and – of course – the motivational voiceover to match.
Allstar Chargepass® – which business drivers can use to pay for fuel, as well as EV home charging and public charging – is a brand-new product for the industry-leading fuel card company. It is also the first and only fuel payment solution of its kind in the UK.
Sarah Ireland, Allstar’s Head of Marketing, said: “This is a product and a campaign that we’re incredibly proud of here at Allstar. Allstar Chargepass® is the futureproof, multi-fuel solution many businesses have been waiting for. We hope it will be an essential tool in helping the UK continue to embrace electric vehicles. And this campaign is just the beginning.”
Havas CX helia’s Executive Creative Director Ben Knight added “This is a campaign disguised in a football kit. It’s unexpected. It’s memorable. And beneath the disguise, it’s hard-working – like all good B2B advertising should be.”
The integrated campaign runs across BVOD and OOH (across key sites at motorway services) trade and national press, plus a paid social campaign across Meta, Google and LinkedIn.
