Axion Energy Launches 'Frictionless,' a Smooth New Take on Lubricants

What would your car be like without friction? Starting from this question, Axion energy—together with creative agency GUT—launched Frictionless. The campaign’s spots show scenes where, instead of the usual and expected, everything flows with surprising harmony inside a car.

The commercials were produced by argentinacine, directed by Augusto Giménez Zapiola and Martín Holzman, and are already airing on TV, radio, and digital media.

“We’re working to ensure that more and more people associate our lubricants with Axion energy stations. We want that connection to be part of the comprehensive experience we offer,” said Cecilia Panetta, executive marketing manager at Axion energy. She added, “Frictionless marks a key step in our effort to refresh the brand. It’s not just about an aesthetic or narrative update, but about transforming the way we engage with consumers.”

Christian Rosli and Joaquín Campins, executive creative directors at GUT, added, “Our goal was to turn a functional benefit into something that really connects with people. Not to explain with 3D graphics what a frictionless engine looks like, but to make people feel what it’s like to ride without friction—and maybe even make them laugh a little.”