Shell: When advertising cannot be the answer
Shekhar DeshpandeJWT
Summary: When advertising cannot be the answer
Doing the right thing isn't always about giving someone what they've asked for. Rather than produce ads that celebrate the benefits of Shell Helix motor oil, we persuaded our clients that a TV programme was the answer.
By looking at motor oil from a human rather than technical perspective, and by using the principles of good storytelling, we were able to champion a new way to engage multiple audiences around the world. Over the 24 months it took to bring this idea to...