Purolator’s brand platform, Nothing Gets By Us., reinforced the precision and reliability behind its filtration technology. The opportunity was to express that promise in a format built specifically for social engagement.

Gelia developed a hidden-camera video series set inside a real oil-change shop with real customers. A staged mechanic delivered increasingly absurd findings, from a fictional “Pomeranian Clamp” to an oven mitt discovered in an engine. Each interaction playfully reinforced the idea that when it comes to vehicle performance, nothing gets by Purolator.

The genuine customer reactions transformed a technical product message into entertaining, highly shareable content. The series generated more than 2 million views across social platforms, demonstrating how strategic brand storytelling can outperform traditional product-focused messaging while remaining fully aligned with the core platform.