Shell Lubricants' new digital campaign glorifies industry collaborations

The new digital film takes forward the thought put across last year in Shell's first global brand positioning campaign, 'Together anything is possible'

How do you engage customers in a low-involvement category? Or introduce some joie de vivre into a category long distinguished by predictable problem-solution advertising? 

These are questions that rankle advertisers in categories — and brands in those categories — that call for what is euphemistically called ‘hardworking advertising’ — the kind that doesn’t get talked about or win many awards, but draw the attention of the target audience nonetheless. An obvious answer for them is to rope in a star from Bollywood or cricket. A recent campaign by Shell Lubricants — not exactly an exciting category by any stretch of imagination