LAKE FOREST, Ill. — Filtration products manufacturer FRAM has launched a new campaign for the next generation of DIYers with the help of Jonathan Banks, who has earned multiple Emmy nominations for his portrayal of Mike Ehrmantraut in AMC’s “Breaking Bad” and its current spinoff, “Better Call Saul.”
Fans of the shows will recognize Banks’ character as the ultimate fixer. That made him the perfect choice to play “Frampa,” a salty sage who teaches the next generation of do-it-yourselfers to do right by their cars, according to the company’s brand manager, Brian Kelley.
“People used to learn about changing their oil from someone more experienced, like a father or an uncle. Those older guys historically reached for the FRAM filter. But the current generation hasn’t been taught the value of using the right filter and they go for the cheap one,” Kelley said. “We wanted to introduce the kind of mentor who people will trust to help them do the whole job right.”
Frampa is a wise grandfather character who helps young auto DIYers choose the right oil filter while also dishing out pearls of wisdom about other aspects of life, including how to cook prime rib, in his own distinct style.
“FRAM is taking a bold step to breakthrough to millennial consumers with this campaign,” said Josh Gordon, the company’s vice president of marketing. “Millennials respect authenticity and Frampa’s direct, no-nonsense style really delivers.”
The campaign also includes a new tagline for the brand, “Filter Out the Nonsense,” which exemplifies Frampa’s personality. The campaign consists of four spots that were all filmed in Los Angeles automotive stores and home garages. Media placements for the campaign begin in April and will continue throughout 2017.