April 02, 2012

Shell Helix announces the launch of new marketing campaign - Does your car feel like a 'Supercar'

The latest Shell Helix television commercial will transport proud drivers into a world where every car on the road is a supercar.

In 'Supercars', which has its first public airing in India in April, Shell's long-standing technical partnership with Ferrari provides the unique ability to dramatise the
passion and excitement that Shell Helix believes all proud drivers feel. The Ferrari GT cars provide the perfect metaphor for drivers in all corners of the earth - the commercial uses this to ask the viewer to feel the same level of pride in their own vehicles by choosing Shell Helix.

Every driver should feel like they are driving the best car on the road and the latest Supercars commercial showcases the importance of the choice of oil in the pride a driver has with their own vehicle.

Shot across three continents, the success in creating a commercial of such enormity was the result of a remarkable creative and production schedule. Going from brief to final advert included sourcing vehicles for multiple shoot locations as well as working with local authorities to close streets in some of the busiest cities in the World.

"The Supercars commercial draws on the emotion of drivers worldwide by showcasing multiple beautiful Ferrari GT cars in stunning locations around the globe. Shell Helix understands the passion people have for Ferrari and want all drivers to feel the same pride as a Supercar owner no matter what car they drive." Leila Prati, Shell Helix Global Brand Manager.

The commercial's Creative Director, Jaspar Shelbourne from JWT London enthused, "Working on a project of this scale has been a massive task for our production teams. Shooting in multiple locations brings with it multiple challenges including working in extreme temperatures with local production crews for long hours. Conveying the Shell Helix message to viewers through the use of such beautiful cars allows us to create a commercial that will touch people emotionally which in itself has made the project unique and exciting to be part of."

"Shell Helix communication as always focuses on highlighting the outstanding cleansing power which is a key outcome the result of our long-standing partnership with Ferrari. Super Car commercial reiterates our commitment towards our to consumers to provide the best technology for their cars' engines with which they will that makes them feel like they are driving the best car on the road" said, Nitin Prasad, Country Head - Lubricants, Shell India Markets Pvt. Ltd.

The commercial was directed by Sam Brown of Rogue Films, who combines careers as a multi-award winning commercials and music video director.


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