The campaign, created by JWT London, in association with WPP creative partners Antidote, will include TV, radio, press, outdoor, augmented reality and point of sale elements.
It aims to portray an underlying message that Shell Helix Ultra continually cleans and protects your engine.
In the TV campaign, a full size sports car is shown made entirely of Perspex. The ad shows the journey that the oil makes as it travels through the transparent car’s engine. As the car moves off, the ad finishes with the line “Performance you can see”.
Shell says it is trying to target a range of car lovers, from the sports car enthusiast to the DIY mechanic.
Leila Prati, global brand manager for Shell Helix, says: “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.”