MARCOS PICCININI
Marcos Piccinini - Creative Director/Copy
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Shell Helix Global

Shell Helix - Drive On

 
 

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.