In an age of overproduced endorsements and polished celebrity promos, one brand has dared to do the unthinkable: tell the truth.

GP Lubricants has launched what is arguably the most transparent brand campaign in automotive history — and it isn’t led by a slogan. It’s led by a promise. One made not just by a sports icon, but by thousands of real people across 55+ countries. This is the “1 Year Promise” — a bold global movement that trades glossy marketing for raw, unfiltered truth. 

The Heart of the Campaign: Authenticity Over Endorsements

At the center of this historic campaign is cricket sensation Rashid Khan, who — in a refreshingly humble 70-second film — does not claim to endorse GP Lubricants. Instead, he pledges something far more meaningful: to use the product for one full year and share his real experience, month after month.

“Like in cricket, outcomes can’t be guaranteed — and neither can I guarantee a product. But I’ll make a promise: I’ll use it for a year, and I’ll tell you exactly how it performs.” — Rashid Khan, in the campaign’s master film

No scripts. No filters. No product plugs. Just Rashid and thousands of other users — mechanics, racers, fleet operators, and everyday drivers — committing to tell it like it is.

Why This Campaign Matters

This is more than a product promotion. It’s a global brand trust movement. GP Lubricants understands that trust is earned, not bought — and certainly not borrowed from celebrities. That’s why the campaign’s power lies in user-generated truth, amplified by real stories and monthly updates across social media.

From garages in the UAE to racetracks in France and long-distance routes in South Africa, people are putting GP Lubricants to the test. Their voices — their honest reviews — form the core of the campaign’s credibility.

#1YearPromise: A Movement, Not a Message

With over 200 influencers activated and a 100M+ campaign reach, #1YearPromise is designed for mass participation and hyper-local storytelling. From Rashid’s video logs to animated stories of delivery partners, every content piece is grounded in truthful experience, not branding gimmicks.

Each month, Rashid will spotlight a different region, speaking directly to fans and showing them the product’s performance in various conditions. The goal? To create the largest-ever wave of user-generated content in automotive history — over 1,500 real videos per month, echoing one collective voice: We don’t just say it works. We show it.

The Genius Behind the Honesty

What makes this campaign so revolutionary isn’t just its scale — it’s its soul. It refuses to treat consumers like an audience. It treats them like partners. With every mechanic who joins, every fleet operator who gives feedback, and every everyday user who posts a video, the brand earns a little more of the world’s trust.

And that trust isn’t just valuable — it’s priceless.

A Promise, Delivered

If most advertisements ask for trust, GP Lubricants has done something rare: they’ve given it first. The “1 Year Promise” may be the most honest advertisement ever created — a campaign that doesn’t market to its audience, but walks beside them.

So ask yourself: Would you rather trust a celebrity who tells you what to buy? Or follow someone who shows you why they did?

This is not just a new way to advertise.

It’s a new way to believe.

#1YearPromise

#MyGPPromise

#GrowthAndProsperity