Shell Helix - Drive On
Sometimes your previous successes are the base for an ask to bring new scale to your ideas. Like when your local Pennzoil endeavors inform the decision from the client to create a global campaign. And make sure it makes sense in at least 5 different languages. And shot in 3 different countries. And that it works. And achieves all the objectives and then some.
Shell Helix is the global brand of motor oil and lubricants (except in the US, where the product is branded as Pennzoil).
For the key markets involved (China, Russia, Egypt, Brazil and India), the new campaign explores the various reasons why people drive. Whatever that reason may be, Shell Helix provides the ultimate performance so they can drive on.
Aside from the main spots, some markets were also provided with branded content, focusing on one driver in particular, and his own reasons for driving. The situation was also selected to showcase particular advantages of the product, like performance under high temperatures, high engine stress, cold starts, etc.