MarketingDaily
July 9, 2009
By Karl Greenberg
Royal Dutch Shell has launched a European and Asian ad push, “Get the most out of every drop,” via JWT London. The campaign, which uses a watercolor-like creative approach wherein moving images of cars seem to arise from paintings, are meant to tout Shell’s V-Power products. The campaign uses regionally customized broadcast spots that were created by N.Y.-based Stardust with JWT London.
Within each country, the campaign has a set of regional broadcast spots that start with a drop of fuel falling onto a piece of paper, through which one sees a range of vehicles driving down different streets. The ads also drive consumers to www.shell.com/everydrop. The first of a juggernaut of 11 such ads started in targeted countries this spring, with the latest raft of six TV spots launching this week.
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