RALEIGH, N.C. (September 10, 2025) – With over a century of filtration expertise, Purolator proudly unveils its latest multimedia campaign, “Keep It Purring with Purolator.” Designed to captivate and energize audiences, the campaign features a sleek, powerful cougar – symbolizing strength, precision, and smooth performance.

Creative was led by Dallas-based agency TRG and launched early this month, spanning connected TV, audio, streaming platforms, social media, and digital. The messaging draws a clever parallel between the purr of a well-maintained engine and the elegance of the cougar, reinforcing Purolator’s commitment to power and efficiency. The featured Nissan R32 Skyline GT-R vintage sports car’s rhythmic engine purr echoes the campaign’s theme. Behind the wheel, actor Antonio Jaramillo delivers a cool, edgy, no-nonsense performance that drives the message home. “It started with the phrase ‘Keep it Purring,’” said Terence Reynolds, Chief Creative Officer at TRG. We knew we wanted to highlight smooth performance, and ‘purring’ just stuck. Then someone joked, ‘What if it literally purrs?’ Next thing we know, we’re negotiating screen time with a cougar.”

“Crafting this campaign was an extraordinary endeavor – an intentional fusion of the attributes that define the Purolator brand: boldness, powerful, and edgy,” said Paul Montopoli, head of marketing for MANN+HUMMEL. “From the meticulously chosen vehicle and compelling cast to the resonant growl of the engine echoing through the treetops, every detail underscores a singular truth: Even after a century of innovation, Purolator remains at the forefront of performance and design. This campaign is a celebration of our enduring legacy and a confident stride into the next hundred years of excellence.”

Purolator recently introduced its 20K premium oil filter, engineered to deliver up to 20,000 miles before requiring an oil change. Available for an excellent price, exclusively at Walmart.com or in select Walmart stores nationwide, this milestone not only advances sustainability but also reflects Purolator’s evolving approach to customer engagement and brand visibility.

“From oil to air filters, Purolator protects the critical components that keep vehicles running at peak performance,” Montopoli said. “With regular maintenance and trusted parts, drivers can preserve power, boost efficiency, and enjoy that unmistakably smooth, purring ride.”

The campaign will roll out in key markets across the United States. To learn more about Purolator’s products and the new campaign, visit purolatornow.com.

About Purolator

Purolator is an innovator of automotive filtration products for the aftermarket, manufactured to the highest standard by American workers in Fayetteville, NC. Trusted by professional automotive technicians and do-it-yourself consumers across North America, the Purolator product line includes oil, air, cabin air, and fuel filters. An industry pioneer since inventing the first oil filter in 1923, Purolator is backed by an internal team of forward-thinking engineers and countless filtration patents. The company’s mission to deliver solutions to support the improved performance of advanced engine and oil technologies reinforces a renewed brand promise: NOTHING GETS BY US®. For more information, visit purolatornow.com.

About MANN+HUMMEL

MANN+HUMMEL is a global leader in filtration technology. Headquartered in Ludwigsburg, Germany, the group develops intelligent filtration and separation solutions – including for the Transportation and Life Sciences & Environment sectors. Founded in 1941, this family-owned company enables cleaner mobility, cleaner air, cleaner water, and cleaner industry across the globe. With its solutions, MANN+HUMMEL plays a key role in protecting the environment and promoting the sustainable use of limited resources. In 2024, approximately 21,200 employees at over 80 locations worldwide generated sales of EUR €4.5 billion. For more information, visit mann-hummel.com.

About TRG

Founded in 1976, we have a five-decade winning streak of building iconic brands. Orkin. Chick-fil-A. Ram. Motel 6. Charles Schwab. The Home Depot. Our greatest successes are tied to some of America’s most memorable stories, while our own story is one of results, respect, and award-winning work. We consider ourselves more than marketers – we’re in the memory-making business. More than activations and ads, more than media plans, TRG creates long-lasting memories in the minds of consumers that, overnight and over time, move markets. Fiercely independent since our founding, we push ourselves daily, bravely, and freely without distant boards or outside agendas. Find or follow the agency @TRG or @TRGCreativity.