Driving Change with a Smile
When Esso set out to encourage motorists to make one less solo car journey, they wanted more than just a message, they wanted a story people could enjoy. That’s how the “Share a Journey” campaign was born, featuring former England cricket star Phil Tufnell and comedian John Robins. Together, they took to the road in a lighthearted advert that showcased how fun, affordable, and sustainable lift-sharing can be.
The Campaign
Partners: Esso teamed up with Liftshare, the UK’s leading car sharing platform.
Incentive: Drivers who joined Liftshare and used Esso forecourts were rewarded with Nectar points.
Reach: The 14-week campaign generated more than 15,500 additional Liftshare sign-ups, far exceeding expectations.
Message: Whether heading to a cricket match or a festival, sharing a ride reduces congestion, cuts costs, and lowers emissions – all while making the journey more social.
The Advert
The advert followed Phil Tufnell and John Robins on their way to a cricket match. Along the way, they unexpectedly picked up another Liftshare user heading to the same event. What followed was a mix of cricket banter, car-snack debates, and the shared excitement of match day.
Phil summed it up perfectly:
“Sport brings people together and Esso’s collaboration with Liftshare is encouraging more people to travel to matches together. Picking up an unsuspecting cricket fan… was brilliant. He saved some cash, got a few stories out of me and the journey flew by.
What many viewers don’t see is the work that goes on behind the camera to make filming on location possible. At Worcestershire Film Office (WFO), we were proud to support the production team by arranging the necessary street filming permits.
Filming in public spaces requires coordination with councils, highways teams, and local stakeholders to ensure everything runs smoothly. By handling the permits and logistics, we enabled the crew to focus on creating a seamless advert that captured the heart of the campaign.
The Esso campaign wasn’t just about fuel; it was about rethinking travel habits. Small changes, like sharing a lift to work or an event, can have a big collective impact. For us at WFO, being part of projects like this reinforces our commitment to helping productions bring important stories to life — whether they’re raising awareness, entertaining audiences, or both.
The “Share a Journey” commercial is a great example of how brands can blend sustainability with storytelling. With Phil Tufnell’s humor, John Robins’ quick wit, and the authentic lift-sharing twist, it delivered both laughs and a lasting message.
And while the advert was about journeys on screen, we at Worcestershire Film Office were delighted to play our part behind the scenes, ensuring the production had the freedom to film safely and smoothly on our streets.