Gulf Oil rolled out its new "Don't Think About It" national brand campaign, a “lighthearted campaign [that] shows consumers letting their minds wander while filling up—like questioning whether they did in fact close the garage door. The decision to stop at Gulf is the easiest part of a driver's day, knowing they are going with an easy, safe and trusted fueling experience that Gulf consistently delivers,” Gulf Oil said in a press release.

The campaign features a variety of 15- to 30-second commercial spots, “airing on some of the most popular connected television offerings, including YouTube, Hulu, Paramount+, ESPN and more.” The commercials are currently airing across the Northeast market and will expand into growth markets in 2024. Gulf Oil said it is estimated to deliver more than 3 million impressions.

In addition, commercial spots, including ones with Gulf Pay-specific messaging, are running across digital and social media nationwide.

"Keeping the station at the forefront, the campaign shows people in real-life scenarios that we've all found ourselves in," said Nikki Fales, vice president of marketing and payments at Gulf. "Conveying quality, dependability and consistency, Gulf remains dedicated to providing an unmatched fueling experience for our wide-ranging consumer base. These spots should make you laugh a little and who doesn't need that in their day!"

Gulf said it is broadening the campaign's reach by utilizing billboard signage, radio spots, digital advertising and quarterly site signage to further promote the campaign and appeal to drivers at home, on the road and at Gulf locations.

Last year, Gulf Oil announced a multi-year partnership with the Boston Celtics. The partnership included a variety of highly visible marketing assets, including nationally televised courtside LED signage and center-hung scoreboard messaging, as well as gametime Gulf gas card giveaways during certain Celtics home games.

Outside of the arena, the Gulf brand utilized Celtics digital platforms to provide fans with offers to save at the pump at participating Gulf locations with the Gulf Pay mobile app.