Kixx has unveiled a new campaign film in Vietnam, titled “Kixx-start to New Heights.” The film compares the friction-reducing effect of engine oil to drivers and vehicles breaking free from daily gridlock and moving forward. It connects this message to two of Kixx’s leading passenger car engine oils, Kixx PAO 100 and Kixx GX7, and evokes the feeling of new beginnings through the Kixx Portal, which is inspired by the brand’s logo. The campaign will roll out across a range of channels, including digital platforms, outdoor advertising, and radio.

Key Takeaways

• Kixx has unveiled a new campaign film in Vietnam, titled “Kixx-start to New Heights.”
• The film connects the value of Kixx PAO 100 and Kixx GX7, leading passenger car engine oils, to everyday experiences.
• The Kixx Portal, which is inspired by the triangle in the brand logo, symbolizes the shift from gridlock to new beginnings.
• The campaign is rolling out across digital platforms, traffic radio on Vietnam’s national broadcaster VOV, digital screens in office buildings and shopping malls, and GS25 convenience stores.

Kixx, Korea’s leading lubricant brand, has unveiled its new Vietnam campaign film, “Kixx-start to New Heights.” In the film, Kixx brings friction reduction — one of engine oil’s core functions — to life by depicting it helping drivers and vehicles to break free from daily gridlock and move forward. Through this dynamic narrative, Kixx is making consumers more aware of the often invisible, but crucial, role of engine oil.

Making the Benefits of Engine Oil Intuitive and Relatable

An orange car drives through monochrome city traffic, representing the everyday friction drivers face.

Engine oil belongs to a category of products whose function and technical value are difficult for the average person to see or appreciate. To overcome this, Kixx chose to compare engine friction to a familiar experience: the gridlock of city traffic and the recurring sense of being stuck in daily life. The campaign film cuts between a driver worn down by morning traffic and scenes of friction occurring inside an engine, translating the often unseen technology into a relatable experience.

New Beginnings, Visualized Through the Kixx Portal

The vehicle passes through the Kixx Portal, inspired by the triangle in the Kixx logo, signaling a dramatic turning point.

The film opens with a restrained black-and-white palette and a slow rhythm, and then the turning point comes when the vehicle passes through the Kixx Portal. Modeled on the orange triangle in the Kixx logo, the portal symbolizes the moment of breaking free from gridlock and moving toward new beginnings. As the vehicle passes through, the screen shifts into color and the film’s pace picks up. The engine scenes that follow use the movement of internal components to visualize engine oil’s core functions — friction reduction, oxidation resistance, and wear protection. This then carries through to the driver’s expression and demeanor, and he finally lifts an award trophy.

Left) The vehicle’s performance is boosted after passing through the Kixx Portal. Right) The protagonist’s journey helps to elevate the campaign’s key message.

The Core Message of Kixx’s 2026 Vietnam Campaign Film

This campaign film’s message goes beyond vehicle performance, showing how Kixx stands alongside drivers as they pursue higher goals. Then, toward the end of the film, Kixx PAO 100 and Kixx GX7 appear, connecting the campaign’s emotional message to actual Kixx products.

Kixx PAO 100 is a flagship product built on a 100% Poly Alpha Olefin (PAO) synthetic base oil, while Kixx GX7 is the mainstream tier of the Kixx GX line, balancing the latest performance standards with everyday driving needs and offering broad compatibility across passenger vehicle specifications.

Kixx GX7 and Kixx PAO 100 are featured in the Kixx Vietnam campaign film.

The campaign will roll out across a range of online and offline channels, including digital platforms such as Facebook, YouTube, and TikTok, the official Kixx website, traffic radio in Hanoi and Ho Chi Minh City on Vietnam’s national broadcaster VOV, digital screens in office buildings and shopping malls, as well as GS25 convenience stores.

On a broader level, the Kixx Vietnam campaign film is expected to strengthen the brand’s connection with local consumers while making engine oil more relatable.

The key visual for the “Kixx-start to New Heights” campaign film