Shell: When advertising cannot be the answer

This case study describes how instead of a TV ad campaign Helix, the motor oil brand owned by Shell, created a TV programme which told the stories of extreme car journeys.

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...

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