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Put a Tiger in Your Tank: Tail First
Esso · 1964
- Agency
- McCann Erickson
- Campaign
- Put a Tiger in Your Tank
Analysis
An attendant lifts a tiger’s tail toward the back of a convertible. The large animal turns the fuel slogan into a literal task.
“PUT A TIGER IN YOUR TANK!”
Literal metaphorCartoon humorBrand character
Why it worked
The tiger gives engine power a form that readers can recognize. The joke connects the animal with the place where fuel enters the car.
Lesson
Give a product benefit a character that can act inside the message.