The new campaign created with creative AOR 3Headed Monster brings cowboy common sense to the quick oil change category with humor and a focus on smarter decision making

Valvoline Instant Oil Change is setting out to redefine the quick oil change category with the launch of “The Ride Wrangler,” a new integrated brand campaign developed in partnership with creative agency 3Headed Monster. At a time when many quick service brands compete on speed, discounts, and pressure tactics, Valvoline Instant Oil Change is positioning itself as the smart choice for drivers looking for trusted expertise and confidence in their vehicle care decisions.

At the center of the campaign is "The Ride Wrangler," a cowboy sage who helps drivers cut through uncertainty with straightforward wisdom, a dose of humor and his core truth of ‘change wisely.’

“‘The Ride Wrangler’ was created to capture the confidence and know-how that defines the Valvoline Instant Oil Change experience,” said Jake Lestan, Vice President of Marketing at Valvoline Inc. “In a category that often feels transactional, we wanted to bring a sense of personality, trust, and common sense back into the conversation, while reminding customers that doing it right matters.”

Across the 360-degree campaign, Valvoline Instant Oil Change aims to reinforce that it is the smart choice as a brand built on quick, easy, trusted service. The campaign is anchored by two 30-second comedic hero video spots, “Ride Wrangler 18pt” and “Ride Wrangler 270hrs.”

“The best ideas are often the simplest ones,” said Shon Rathbone, founder, CEO and Creative Chairman at 3Headed Monster. “'The Ride Wrangler' is built around the idea that when drivers have the right expertise guiding them, the smart choice becomes obvious.”

“The Ride Wrangler” is currently running across broadcast, CTV and OLV, in addition to social, display, OOH and radio. This is the first brand campaign from 3Headed Monster, after being appointed creative AOR in January of 2026.

For more information, visit Valvoline Instant Oil Change.

ABOUT VALVOLINE INC.

Valvoline Inc. (NYSE: VVV) delivers quick, easy, trusted service at more than 2,400 franchised and company-operated service centers across the United States and Canada. The Company completes more than 30 million services annually system-wide, from about 15-minute stay-in-your-car oil changes to a variety of manufacturer-recommended maintenance services such as wiper replacements and tire rotations. At Valvoline Inc., it all starts with our people, including the 13,000 team members who are working to drive the full potential of our core business, deliver sustainable network growth, and innovate to meet the evolving needs of our customers and the car parc. For more information, visit vioc.com.

ABOUT 3HEADED MONSTER

3Headed Monster is an independent full-service creative agency based in Dallas, TX. Twice the shop has been recognized as one of the country’s best by the Ad Age Small Agency Awards. In 2025, that same award show gave them gold for best culture and they were recently named to Fast Company’s Best Places to Work for Innovators list.

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