Agency: JWT London
JWT London, in association with WPP creative partners Antidote, have produced an integrated global campaign to launch Shell’s superior cleansing engine oil ‘Shell Helix Ultra’.
The fully integrated campaign is made up of TV, radio, press, outdoor, augmented reality and point of sale elements all with the underlying message that Shell Helix Ultra continually cleans and protects your engine.
As part of the TV campaign, the agency has created a full size sports car made entirely of high grade Perspex.
The TV spot shows the journey the oil makes as it travels through the transparent car’s engine and is then fired up. As the car moves off, the ad finishes with the line ‘Performance you can see’.
The work targets a range of car lovers, from the sports car enthusiast to the DIY mechanic and will appear across a large spectrum of territories including China, Russia and Brazil.
Leila Prati, global brand manager for Shell Helix, comments: “We wanted to position Shell Helix as the best in class engine oil, which is at the cutting edge of technology. This campaign does this in a clever and impactful way by making the cleaning effects of the oil visible for all to see.”
Michael Abbott, Shell Business Director at JWT London, adds: “We were faced with the challenge of dramatising the efficiency of a product you can’t see, hear or smell working. The idea of a transparent car allowed us to bring the product alive in an engaging manner.”