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Valvoline “Never Idle” 2017

Valvoline “Never Idle” (2017) is a Valvoline commercial directed by Salomon Ligthelm, produced by Variable. It won one award: Young Director Award 2017 Silver Screen — Broadcast – Northern America.

This ad showcases various vehicles and drivers pushing limits, emphasizing the relentless pursuit of motion and the idea that we are driven by time.

Video: Salomon Ligthelm on Vimeo

Shot by shot

  1. A blue stock car races around a dirt track, kicking up dust as the sun sets in the background.© Valvoline0:00
  2. A person in silhouette stands in a doorway, looking out at a vast, dusty motocross track with mountains in the distance under a cloudy sky.© Valvoline0:09
  3. A male race car driver in a racing suit stands next to his red stock car, holding his helmet, at a dirt track at night.© Valvoline0:17
  4. A dark vintage car drives across a graffiti-covered bridge at golden hour, with sunlight glinting off its roof and the city skyline in the background.© Valvoline0:20
  5. A race car driver in a helmet and suit is seen from behind, turning their head inside a vehicle, with a bright lens flare obscuring the view.© Valvoline0:27
  6. Two people wearing helmets ride motorcycles side-by-side on a road at dusk, with the person in the foreground smiling.© Valvoline0:34
  7. Two men stand next to a dark lowrider car that bounces on its hydraulic suspension, surrounded by smoke and onlookers at dusk.© Valvoline0:37
  8. A race car driver, wearing a black helmet and racing suit, is seen from the side, driving a blue race car on a dirt track during the day.© Valvoline0:46
  9. A red and white stock car races on a dirt track, kicking up mud and dust, with other vehicles visible in the distance under a cloudy sky.© Valvoline0:49
  10. A person on a motorcycle with a bright headlight kicks up dust on a dark, mountainous road at night.© Valvoline1:01
  11. A silhouetted man with a beard and beanie looks out at bright stadium lights in a dark, hazy arena.© Valvoline1:06
  12. A young woman with dark hair leans out of a car window, her hair blowing in the wind as she drives through a desert landscape.© Valvoline1:09

Stills © Valvoline. Made by Variable and Salomon Ligthelm.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A philosophical exploration of motion and time through diverse driving scenarios.

montage of diverse vehiclesdrivers in silhouettedesert landscapesnight racingslow-motion actionphilosophical voiceover

The cut

Length
81 s
Shots
61
Average shot
1.3 s

What creatives use Valvoline “Never Idle” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Valvoline “Never Idle”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A blue stock car races around a dirt track, kicking up dust as the sun sets in the background.© ValvolineA person in silhouette stands in a doorway, looking out at a vast, dusty motocross track with mountains in the distance under a cloudy sky.© ValvolineA male race car driver in a racing suit stands next to his red stock car, holding his helmet, at a dirt track at night.© ValvolineA dark vintage car drives across a graffiti-covered bridge at golden hour, with sunlight glinting off its roof and the city skyline in the background.© Valvoline
    Frames from Valvoline “Never Idle”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Valvoline “Never Idle” in order, with its length, framing and what happens in it.

    A blue stock car races around a dirt track, kicking up dust as the sun sets in the background.© ValvolineA person in silhouette stands in a doorway, looking out at a vast, dusty motocross track with mountains in the distance under a cloudy sky.© ValvolineA male race car driver in a racing suit stands next to his red stock car, holding his helmet, at a dirt track at night.© ValvolineA dark vintage car drives across a graffiti-covered bridge at golden hour, with sunlight glinting off its roof and the city skyline in the background.© ValvolineA race car driver in a helmet and suit is seen from behind, turning their head inside a vehicle, with a bright lens flare obscuring the view.© ValvolineTwo people wearing helmets ride motorcycles side-by-side on a road at dusk, with the person in the foreground smiling.© Valvoline
    Length: 81 s · Shots: 61 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a slow-motion action

    Before you present an idea, you need to know who has done it, and how.

    Valvoline “Never Idle” is built on a slow-motion action. Search the library by idea to see every spot that uses it.

    Channel 4 “Meet the Superhumans”© Channel 4Under Armour “We Are Football”© Under ArmourChannel 4 Paralympics “Considering What”© Channel 4 ParalympicsApple “Action Mode”© Apple
    Channel 4 · Under Armour · Channel 4 Paralympics · Apple

More commercials by Salomon Ligthelm

Award-winning auto commercials

Questions

Who directed the Valvoline “Never Idle” commercial?

Salomon Ligthelm directed it, produced by Variable.

What awards did Valvoline “Never Idle” win?

1 awards, including Young Director Award 2017 Silver Screen — Broadcast – Northern America.

Sources for the credits and awards

youngdirectoraward.awardsengine.comweb.archive.orgAds of the World