Arco Surprises a 'Super-Fan' With a Comic Book Cover

Gas Brand Launched Feelgood Film Alongside Comic-Con

By Alexandra Jardine. Published on Sep 15, 2015

Editor's Pick

If you thought fuel companies didn't have any super-fans, think again. This feelgood film shows how west coast brand Arco rewarded one of its biggest social media "fans," Alfredo Garcia, by turning him into a comic book hero.

Since March, Garcia has frequently shared his experiences with Tesoro-owned Arco on social media (such as taking selfies of himself filling up with gas). The brand tapped into Garcia's passion for comic books to create his likeness as "Arcoman," with his girlfriend Idalia Mejia immortalized as "Red Spark." In August it presented him with a custom comic book cover that incorporates his love for running marathons (he ran 100 before turning 60), penchant for comic-themed cosplay and enthusiasm for comic conventions. See a time-lapse video of the comic cover here.

RPA was the agency behind the project, which launched to coincide with Comic-Con in Long Beach, California last weekend.

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Sep 15, 2015
Joe Baratelli
Pat Mendelson
Stephen Chow
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