Shell Shows How to Steer Clear

Shell Oil Co. last week launched the latest installment of its “Count on Shell” safety campaign.
The new effort, budgeted at more than $1 million, combines television and print ads. In addition, more than 7 million informational booklets will be distributed gratis at
Shell gas stations in 39 states.
The public education series offers life-saving suggestions on how to handle dangerous driving situations.
Titled “Sharing the road,” the new campaign focuses on dealing with trucks and their larger “blind spots.” Tips for driving around these vehicles are given, including how to change lanes and pass.
The television spot depicts a harrowing near-accident. A family riding in a car moves into the blind spot of an 18-wheeler, which then attempts to change lanes.
The campaign was produced by Chernoff/Silver & Associates in Columbia, S.C., for Houston-based Shell. The work is the second flight that Chernoff has produced in the six-part series.
Print ads in Spanish and English will appear in magazines including Forbes, Fortune, Newsweek, People, Sports Illustrated, Time and U.S. News & World Report. Newspaper buys include The New York Times and The Wall Street Journal.
The campaign was created in cooperation with the American Trucking Association, the Federal Highway Administration, the Federal Railroad Administration, Operation Lifesaver and the American Motorcyclist Association.