St. John & Partners Boosts Marketing Horsepower For E-3 Spark Plugs

Do-it-yourself mechanics have a simple solution for increased horsepower and fuel efficiency, as a new commercial for E-3 spark plugs demonstrates. "Speed Demon," created by St. John & Partners, airs this summer on cable channels, including SPEED.
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Jacksonville - Florida - US


June 20, 2012 - PRLog -- A new TV campaign shows do-it-yourself mechanics they don’t need exotic “black box” contraptions if they are seeking increased horsepower and fuel efficiency for their cars or trucks.

“Speed Demon,” a new TV commercial by Jacksonville-based St. John & Partners, uses humor to communicate product attributes for Ponte Vedra Beach, Fla.-based E3 Spark Plugs. The spot will begin airing nationally this summer during racing and automotive programming on cable channels, including SPEED.

“We played off the fact there are all sorts of unusual after-market parts promising miraculous results advertised online, on TV and in automotive magazines,” said David Bonner, executive creative director at St. John & Partners, who oversaw the commercial’s production. “We’re talking to guys who enjoy working on and competing in their cars or trucks.”

The 30-second commercial opens with a man checking on strange noises coming from a neighbor’s garage. The neighbor, who was working on his car, is wreathed in smoke and gingerly holding a violently shaking crate containing a “Speed Demon” he was told would give his high-performance car more power. The first man suggests that using E3’s premium spark plugs would been a smart choice because they provide a faster and more stable early burn rate of fuel, which translates into increased power, torque, and higher cylinder pressure and fuel efficiency.

Gustavo Cooper directed the commercial, created by copywriter Coe Douglas, art director Ryan Huffman and producer Lauren Irving of St. John & Partners. It was shot and edited by Jacksonville-based Digital Video Arts.

About E3 Spark Plugs
E3 Spark Plugs’patented ground electrode projects the combustion spark in a way that more quickly ignites the air/fuel mixture, creating signigicantly faster and larger flame kernel. In effect, this burns more of the available fuel, resulting in increased combustion efficiency for improved power and fuel efficiency with reduced emissions. E3 Spark Plugs are available in most automotive, lawn & garden and motorsports applications and are backed by a five year, 100,000 mile warranty. They are available at automotive, home improvement and hardware retail stores nationwide. For more information and complete test results, visit

About St. John & Partners
St. John & Partners is the one of the largest independent agencies headquartered in Florida. As a full-service advertising and public relations agency, St. John & Partners’ clients include American Health Care Association (AHCA), E3 Spark Plugs, the Florida Lottery, Winn-Dixie Stores and Zaxby’s. St. John & Partners is a member of the MAGNET Global Network and the WORLDCOM Public Relations Group. MAGNET is comprised of 40 independent advertising agencies in North and South America, Europe, Asia and the Pacific Rim. WORLDCOM is a network of independent public relations agencies with more than 100 offices throughout the world.
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Tags:Fuel Efficiency, Do It Yourself, Automotive, Speed, Savings
Industry:Automotive, Consumer
Location:Jacksonville - Florida - United States
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