A story highlighted by Campaign is worth revisiting because it captures something larger than a mere advertising stunt. It shows how Shell deliberately used pop music, celebrity culture and youth-oriented digital marketing to present itself as a company associated with the future of clean energy rather than simply as one of the world’s biggest oil and gas businesses. That makes it less a quirky campaign anecdote than a revealing case study in corporate image management.
In late 2017, Shell unveiled a glossy new chapter in its global #makethefuture campaign: a music video for “On Top of the World” featuring an international line-up of artists including Jennifer Hudson, Pixie Lott, Luan Santana, Yemi Alade and Monali Thakur.
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In a move that has left the entire public relations industry gasping for air (and possibly a stiff drink), Shell has once again turned to the wizards of spin at MSQ Partners. The London-based group, which joined Shell’s global agency roster back in 2022 and has been gamely polishing the oil major’s image ever since, now faces what industry insiders are calling “the Mount Everest of reputation management – if Everest were made of crude oil, blood, and decades of awkward court documents.”
The following is understood to be an internal document circulated to new starters on MSQ’s Shell business. We cannot verify its authenticity, but we also cannot stop laughing.
