Shell promotes cleansing oil using transparent car

Shell has unveiled a global integrated campaign to promote its cleansing engine oil, Shell Helix Ultra.

Shell glass car
Shell glass car

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.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here