Esso recently launched a new campaign, the campaign is aimed at demonstrating “the difference a litre of fuel can make.” To help better demonstrate this, Esso’s ad tells the story, David Birrell. David Birrell is a double amputee turned car race. He is readying to compete in the Le Mans 24-hour motor race in 2022. He plans to be the first man to race in the Le Mans 24-hour motor race in prosthetic legs.
Esso Tells the Story of a Double Amputee Turned Racer in New Ad
Esso’s new ad is shot in a documentary style and tells the story of Birrell. Birrell is a former soldier who lost both his legs in Afghanistan. In the spot, he reveals that his kids call him “Daddy No Legs”. He then talks about how difficult it was for him and his family to deal with his new reality. Birrell then talks about how what drove him to car racing and why he developed the passion for car racing. In the ad, Birrell talks about his determination to overcome adversity and love for his family. He also shares how Esso is helping him reach his goal of participating in the Le Mans 24-hour motor race.
The ad was launched on Facebook and the film was directed by Marcel Mettelseifen. Marcel Mettelseifen is best known for his work on documentaries following the Syrian Civil War such as Syria: Children on the Frontline and The Escape. The creative was led by ITN Productions, with support from Adam&EveDDB and Esso’s in-house team.
David Birrell Speaks on Starring in the Ad
Birrell spoke about how overwhelmed he was to be asked by Marcel and Esso to be part of this film. A film he described as being centred on overcoming adversity. He stated that car racing changed his life, and alongside the lives of his family. He talked about how car racing gave him, the strength to carry on and be an inspiration to my children. Birrell shared the pride he felt to work with Marcel and the team on the extraordinary film.