GASTONIA, NC – WIX Filters, part of Affinia Group’s family of brands, is launching a new marketing campaign highlighting WIX through vivid imagery of the classic black WIX spin-on oil filter donning heroic appearances.

The campaign centers on the primary image of a black spin-on WIX oil filter adorned with chrome pipe wings and the tagline: “Your engine’s guardian.” Three other Hero visuals seen throughout the campaign incorporate the black oil filter with a chrome cape, crown, or trophy, along with the message that WIX is your engine’s superhero, noble protector, or champion, respectively.

“WIX has been an innovator in filtration products for more than 67 years, driving performance and offering unparalleled underhood protection to our customers,” said Dave McColley, vice president of marketing for WIX Filters. “We want to communicate to our customers the strength and durability in each WIX oil, air, fuel, cabin and hydraulic filter and our commitment to take extraordinary care of their engines.”

The Hero campaign, which features the logos and hero message in trade and consumer print advertising, radio spots, web banner ads and point-of-sale materials, will launch in February.

The campaign made its public debut in January on the WIX Hummer H2, a mobile marketing, educational and entertainment platform developed by WIX for use at customer events. The new look WIX H2 and its tow vehicle, a Ford F-350, both adorned with Hero images, were unveiled at Affinia Group’s annual sales meeting in Dallas.

The WIX H2 will travel to more than 200 events across the U.S. in 2007. In its third year of operation, the WIX H2 serves as a highly successful mobile learning center, providing customers with an opportunity to learn about the technical superiority of WIX Filters at a local location.

For more information about WIX Filters, visit: http://www.wixfilters.com.