The new campaign, which was launched yesterday, is spearheaded by a TV commercial called Crystal Car. Produced by award- winning director, Ivan Bird, the commercial features a group of Shell Helix experts building a transparent Nissan 370Z.
Apparently, the transparent model was built with painstaking accuracy as an exact working replica of a 370Z, and going the see-through route was the best way to demonstrate the benefits of the oil and how it goes about its business in the uhm, clearest possible manner.
Besides the new campaign, Shell is also going to play up its technical partnership with Ferrari in a big way over the next few months.
Beginning in May, Shell Lubricants will be running the Shell Helix Ferrari Adventure Challenge, and at the end of the contest, four winners will be chosen to visit Maranello on a two-day, all expenses paid trip, on Nov 18-19.
Phase 1 will take place from May to July, and the purchase of either a Shell Helix Ultra, Helix HX7 or Helix HX7 Diesel 4L pack bags you an entry form; answer a simple question and submit the form with proof of purchase and you're in the running. Selected winners will win cash prizes and stand a chance to participate in Phase 2 to compete for the grand prize to Italy.
The winners will get to experience a meet-and-greet session with the Ferrari F1 Team drivers, experience Ferrari road cars (presumably on the Fiorano track), as well as visit the Ferrari factory and Formula One workshops, among other things.
