Ogilvy Gives Shell Gas a New 'Life'

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DALLAS-Ogilvy & Mather in Houston is launching a repositioning campaign for Shell Oil Products Co. that is being touted as one of the client’s largest ad efforts to date.
Chuck Shepherd, general manager of Shell retail programs, said spending for the five-spot series will approach $30 million through the end of the year. “This is our largest single campaign since the Shell Answer Man in the late ’70s,” he said.
Created with help from George Lucas’ Industrial Light & Magic Studio, the 30- and 45-second commercials show consumers overcoming obstacles with Shell’s assistance.
The campaign abandons the long-running tag, “The world’s best selling gasoline,” in favor of a new line, “Moving at the speed of life.”
Shepherd said the spots are an outgrowth of consumer research going back to the fall of 1995.
The first commercial in the series broke last Friday.







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