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Shell Helix unveils new ‘Supercar’ global campaign

The latest TVC, devised by JWT London, hit the air recently in India

BestMediaInfo | Delhi | April 11, 2012

In the ‘Supercars’ TVC, which will have its first public airing in India this month, Shell uses its longstanding technical partnership with Ferrari to dramatise the passion and excitement among drivers about their cars. The Ferrari GT cars provide the perfect metaphor for drivers in all corners of the earth, and the commercial uses this to ask viewers 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 making drivers proud of their 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 involved 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 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 that of a Supercar owner no matter what car they drive,” said Leila Prati, Shell Helix Global Brand Manager.

The commercial’s Creative Director, Jaspar Shelbourne from JWT London, commented, “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. The Supercar commercial reiterates our commitment to our consumers to provide the best technology for their cars’ engines with which will make them feel like they are driving the best car on the road,” said Nitin Prasad, Country Head – Lubricants, Shell India Markets.

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

The TVC:



Agency: JWT London

Client:  Shell Helix

Creative team: Rob Spicer (Art Director), Adam Griffin (Copywriter), Jaspar Shelbourne (Global Creative Director)

Account Management: David Rimmer, Neil Noronha, Johnnie Mitchell

TV Producer: Dean Baker (JWT)

Director: Sam Brown

Production house: Rogue Films


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