Celebs Drive Consumers To Pennzoil-Quaker State Pennzoil-Quaker State is using celebrities who are also car enthusiasts to support the performance positioning of Quaker State brand motor oils, reports BrandWeek. ZZ Top front man Billy Gibbons, racing school sensei Skip Barber and baseball legend Cal Ripken Jr. will appear in separate spots that support three Quaker State oil and synthetic blend formulations. The campaign promotes Quaker's synthetic, high mileage (aka older car) motor oil, and a third blend for peak performance in conventional cars. Following the initial three spots, three more are scheduled to run beginning in late March. The spots will hit both network and cable, but media buys are more cable-intensive, with male-skewed programming. "A lot of guy-focused stuff, like Comedy Central, USA, the Speed Channel, for instance," said Steve Hanson, Pennzoil svp-brand marketing. "We haven't developed print yet, and are focusing on TV right now."