25 Years of Drive.
To mark 25 years of Petromin Express, LION made a heritage film entirely with AI, with no shoot and no archive: a daughter now drives her father to the service centre they used to visit when she was a child.
- Brand
- Petromin Express
- Agency
- LION
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Petromin Express marked 25 years with one simple brief, its SMARTIES case film says: create a heritage story built entirely with AI, with no shoot, no archive and no production.
The idea
The film was made in seven days with five tools, ChatGPT, Claude, Midjourney, Runway and ElevenLabs, according to the case film. Told in the daughter's voice, it recalls childhood drives with her father and the same chocolate ice cream while the same mechanic serviced the car, and ends with her driving him to the same service centre. It signs off, in Arabic, that Petromin Express was never just a place to service cars but part of people's journeys, moments and stories.
Results
- A reach of 7.5 million people in 10 days, 978,000 full views and about 2,200 cars serviced, according to the SMARTIES MEA case film
- SAR 552,000 in revenue from SAR 67,000 of spend, an 8.2-times return, by the same film
Case study source: MMA SMARTIES KSA Source ↗
Awards
- MMA Smarties KSA 2025KSA - Small Budget, Big ImpactSilver
- MMA Smarties KSA 2025KSA - AI-Driven Creative ExcellenceGold
- MMA SMARTIES MEA 2025: Bronze in AI-Driven Creative Excellence
Credits
- Performance marketing
- Platformance KSA
