Castrol use Ronaldo as Centre-piece for New Film

August 10, 2011

Castrol have a created a documentary centred around its global ambassador Cristiano Ronaldo, to launch its new product, Castrol Edge.

The unique, hour-long film-documentary was developed by M&C Saatchi Sport & Entertainment and filmed in Madrid, by UK production house, Plum Pictures. 

The documentary will give fans an rare insight into what makes Ronaldo tick and why he is considered one of the world’s best soccer stars. 

In the UK, Sky Sports has already earned itself the global airing rights. 

Castrol Edge has been developed by experts and was tested to its limits to become Castrol’s strongest, most advanced engine oil yet – by applying the same rigorous testing to Ronaldo, the new film-documentary Castrol Edge Presents Ronaldo Tested to the Limit, sees the Portugal and Real Madrid winger push himself in an in-depth scientific examination.

Castrol Edge Presents Ronaldo Tested to the Limit sees the star player’s skills, strength and agility taken away from the pitch and into a high performance lab where the world’s leading sports scientists use cutting-edge technology to test him in a series of challenges that show exactly what gives him the edge. 

Interviews with other leading soccer leaders will also be in the film such as Arsenal manager, Arsene Wenger.

The global premiere of Castrol Edge Presents Ronaldo Tested to the Limit will take place in Madrid, Spain, in September 2011, before being broadcast on TV channels in 15 key markets for Castrol including Europe and Asia. 

Global distribution is being handled by Mindshare, and the film-documentary will be supported by a global PR campaign also created and managed by M&C Saatchi Sport & Entertainment.

‘We’re incredibly excited to be launching Castrol Edge globally and to be doing so with a film as groundbreaking as Castrol Edge Presents Ronaldo Tested to the Limit’ said Sean Rahaley, Castrol Edge Global brand manager.

‘By testing Ronaldo to his absolute limit, just like we do with the product, the film showcases the core brand values of Castrol Edge – strength and performance – in an entertaining and compelling way’. 

‘The film-documentary also allows us to offer a host of exclusive benefits and experiences to our customers and consumers from around the world, including exclusive access to the global premiere this September and opportunities to meet Cristiano in person’.

At the filming in Madrid in July, Cristiano Ronaldo added: ‘Shooting the film has been really exciting as it’s the first time I’ve ever done something like this. The challenges were designed to look at my strength and skill in detail and it’s been a great experience to see how my body works’. 

‘The challenges were really tough, but I think I did well on the day’.