The fuel brand wants to show the human face of Jet where its staff step up
FUEL brand, Jet, has launched its 2025 ad campaign, ‘Jet Carousel’ – the latest in its long-running creative series, ‘Keep on Moving’, and will be tailoring its radio ads to its Scottish audience with appropriate voiceovers.
Widely recognised as the friendly, local brand at the heart of British journeys, Jet’s new campaign spotlights its forecourts and celebrates the people and retailers who keep communities moving and drivers refuelled and recharged.
The centrepiece is a bold, theatre-inspired rotating set – built by real set designers rather than conjured in post-production; a handcrafted approach that mirrors Jet’s focus on people and the services they rely on.
The film focuses on three different scenarios; the morning school run; a road trip with friends and a trio of colleagues playing a familiar game of ‘pump up to…’ an exact price – all revolving around a central Jet forecourt.
Each scene shines a light on the human face of Jet – real moments of care and connection. From a time-pressed mum helped by an attentive JET staff member after leaving her coffee behind, to students on a road trip grappling with a stubborn car boot, the stories celebrate the people whom the brand is here to serve. The film closes with the campaign’s endline: ‘For every journey, there’s a JET’.
“With this latest iteration of the popular ‘Keep on Moving’ series, we wanted to celebrate the people of Jet and the power of human connection,” said Áine Corkery, manager, brand, UK Marketing, Phillips 66 Limited. “This campaign shines a spotlight on the journeys we enable, the communities we’re part of, and the everyday customers who visit our sites.”
Ben Stump, executive creative director at advertising agency, isobel, said: “At the heart of every Jet are real, down-to-earth people who are proud locals in their communities. That humanity is what makes Jet uniquely Jet. So, bringing this idea to life with a full-scale, real carousel, instead of relying on CGI or AI, felt almost as important as the idea itself.”
The campaign will run for four weeks across: Video on Demand (VOD), including ITVX, Channel 4 and Sky Go as well as social media, including Instagram, TikTok, Facebook, LinkedIn and YouTube.
Further elements of the campaign, including UK-wide radio ads featuring both English and Scottish voice-overs, will follow later in the year.
