Shell cinema push unleashes special effects monster

Shell's new cinema campaign seeks to match the special effects of the blockbusters it precedes by pitting a gargantuan gunk monster against a car.

The new ad, which was created by J Walter Thompson, is already being trailed on social media and will run in cinemas from 23 April, the same day that the new Avengers movie is released in the UK.

The ad opens on a red BMW being hunted by a gigantic shape-shifting monster that represents engine gunk and corrosion.

Once the car pulls into a Shell garage to fills up on V-Power Nitro+, the monster becomes powerless, shrinks and limps away.

Jason Berry, a 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 baddie."

The work was created by Berry and directed by Carl Erik Rinsch through MJZ. MediaCom handled the media strategy and planning.

Iris handled the digital and below-the-line executions for the campaign while Wunderman did the CRM work.

The ad will run in the UK, US, Canada, South Africa and Argentina, in cinemas and on TV.


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