Ad campaign nixes celebrities

Sunil Sharma, owner of Volks-Tech Automotive in Windsor, Ont., is featured in Liqui Moly’s ad campaign, “I use it”.

Liqui Moly has launched a new ad campaign. But you won’t find celebrities pitching their products.

In an announcement, the company said it will use “real workshop guys with real experiences” to tout the Liqui Moly brand. “True people with true stories – this is the basic idea of the campaign,” the company said.

Liqui Moly has launched a website for the “I use it” campaign at www.iuseit.us. It includes stories from various professionals from Canada and the Unites States, where the ads will run, talking about why they “use it.” It includes a brief profile, such as what car they drive and where they work, along with a photo of them using one of the company’s products. It also invites submissions for stories about using the company’s products.