JWT London's new TVC for Shell is built around the insight that if people could see the inside of their car's engine running on Shell Helix Ultra, they’d see how active cleansing technology really works. According to Donald Anderson, country head – lubricants, Shell India Markets Pvt Ltd, "The brief was that Shell Helix is designed to clean a car engine on the inside and we wanted to create a unique visual to illustrate to the consumer the cleansing power of Shell Helix’s Active Cleansing Technology."
That "unique visual" turned out to be a transparent car. For the TVC, directed by Ivan Bird, the model makers had to ensure that the transparent version was an exact working replica of a motor vehicle, with only the tyres and the spark plugs being opaque. The car comes to life when an expert starts the ignition, and, during a split second, the lubricant’s journey through the transparent car engine can be seen.
More of the same campaign will follow soon. "We will be launching a 360-degree marketing promotion for Shell Helix's 'Wave 2-Crystal Car' brand campaign, which will include a series of below-the-line activities, consumer promotions, TV, print, and public relations," revealed Anderson.
WATCH TVC HERE
National creative director: Jaspar Shelbourne
Creative director: Tim Ashton
Art: Tim Ashton
Planning: Paul Shearman
Production house: Rattling Stick
Director: Ivan Bird
Media agency: Antidote