M&C Saatchi picks unusual theme for Shell’s loyalty card

A bored dog owner and his equally bored pet are being used to spearhead Shell’s TV advertising attack on the increasingly crowded loyalty card market.

A bored dog owner and his equally bored pet are being used to

spearhead Shell’s TV advertising attack on the increasingly crowded

loyalty card market.



M&C Saatchi has produced the commercial, which aims to separate Shell’s

card from the many other reward schemes that tie cardholders to one

company.



The campaign, breaking in Scotland this Thursday before a national

roll-out later in the year, is the first work by the agency since it

picked up the assignment (Campaign, 26 July 1996).



Shell is leading a consortium of companies involved in the development

of the project, which builds on the technology used for the petrol

giant’s existing Smart card.



The advertising supports the launch of the card in Scotland last month,

backed by Shell and eight other companies - Dixons, Currys, Hilton

Hotels, John Menzies, the Link, Vision Express, Commercial Union and

Victoria Wine.



The unusual nature of the Shell scheme is underlined in the commercial,

which shows a man throwing a ball for his dog to fetch. The dog returns

with the ball but becomes puzzled and exasperated when made to go and

fetch it over and over again. Eventually, the dog just scampers off in

the opposite direction to the ball.



The film was written by Pete Cain, art directed by Louis Bogue and

directed by Brian Bederman through All Films.



Nick Hurrell, the M&C Saatchi joint chief executive, said: ’The Smart

scheme is a breakthrough idea because it reflects the cardholders’

shopping habits. This simple creative idea dramatises the offer of

greater choice.’