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| Author | Zoe Aresti |
Shell has launched a new cinema campaign to promote its V-Power Nitro+ fuel. The ad seeks to match the special effects of the blockbusters it precedes by pitting a shape-shifting, oil and metal based creature that represents engine gunk and corrosion, against a car.
The campaign, developed by Framestore and J Walter Thompson London, shows the car outperforming the monster in order to convey the importance of driving a vehicle using premium fuel. Once the car pulls into a Shell garage to fill up on V-Power Nitro+, the monster becomes powerless, shrinks and limps away.
Jason Berry, creative director at JWT, said: “Most drivers don’t realise that fuel can help protect their engine and the Shapeshifter monster is a memorable way to drive home the message that they must be vigilant and arm themselves with Shell V-Power Nitro+. It’s also a cool car chase story with a great baddy.”
The ad launched at the end of April to tie in with the UK release of Avengers: Age of Ultron and will run in the UK, US, Canada, South Africa and Argentina.
Read more about how Framestore brought Shell’s oil and metal shape-shifter to the big screen.