Stay Ahead is J.Walter Thompson’s ad for Shell V-Power Nitro+. It has an malevolent villain creature, a hero, a car chase, an epic landscape and some knife-edge moments – like when the creature morphs into a spider-like thing to clamber across a bridge. It’s a Hollywood blockbuster in 60 seconds.
The massive shape-shifting creature is engine gunk and corrosion. The hero is a car, powered by Shell V-Power Nitro+. That matters because the car is being chased by the aggressive creature. Despite the intensifying ferocity of the monster’s attacks, the car keeps outperforming it. Eventually, the car enters a Shell petrol station and the monster is neutralised.
“The campaign is designed to shake up the car-fuel category, convey the excitement of driving with Shell V Power Nitro+ and generate a visceral response to the dangers that can hold back an engine from delivering at its optimum performance,” J.Wlater Thompson stated.
It does.
And who fills up with Shell V-Power Nitro+? Boys who like fast cars and action movies. Well played, J. Walter Thompson. Even better, the ad was first screened in the UK in cinemas to align with the release of Avengers 11: Age of Ultron.
“Most drivers don’t realise that fuel can help protect their engine and the shape-shifter 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 baddy,” Jason Berry, creative director at J. Walter Thompson London noted.
The campaign will play out in the UK, US, Canada, South Africa and Argentina. The video will run on TV, cinema and video on demand.
The creative idea was developed by J. Walter Thompson London as lead agency and has been translated into outdoor, press, radio, digital content, BTL and CRM. Media strategy and planning was handled by Mediacom. BTL and digital by Iris. CRM by Wunderman. PR by Edelman.
Creative credits:
Creative agency: J. Walter Thompson London
Executive creative director: Russell Ramsey
Creative director: Jason Berry
Senior TV producer: Ben Catford
Planners (creative agency): Shekhar Deshpande & Ross Nicolson
Global director in charge: Merry Scott-Jone
Board account director: Jenny Shaw-Swee
Account Director: Stephen Doyl
Senior account manager: Lynsey Housto
Account executives: Grace Buck/ Jonah Wert
Project manager: Graham Bagwel
Media agency: Mediacom
Media planners: Ritu Lakhanpal, Jonathon Ebsworth & Arjen Leemburg
Director: Carl Erik Rinsch
Production company: MJZ London
Editor: Ben McCambridge @ Cut and Run
Sound: Sam Ashwell @ 750mph
