Cleaning Technology that is Crystal Clear to See

Motorists across the world will finally be able to see how Shell Helix helps to keep their engine ‘clean on the inside’, following the launch of a dramatic new advertising campaign by Shell Helix.

The new campaign for Shell Helix motor oils is spearheaded by a powerful TV commercial ‘Crystal Car’, produced by award winning director Ivan Bird. Together Shell and Bird have pushed the boundaries and produced an innovative and exciting advert that demonstrates with crystal clarity how Shell Helix can clean and protect engines whilst allowing the viewer to easily understand the cleansing power of Shell Helix.

The TV commercial features a group of Shell Helix experts building a unique transparent car.  Built with painstaking accuracy, the car model makers ensured that the transparent model was an exact working replica of a motor vehicle. The transparent car body and motor was designed to best demonstrate the benefit of the oil as it works its way through the engine, with only the tyres and the spark plugs being opaque. The car is brought to life when an expert starts the ignition and during a split second we see the lubricant’s journey through the transparent car engine, allowing the viewer to see Shell Helix in action like never before.

Leila Prati, Shell Helix Global Brand Manager, said, “The Shell Helix communication platform remains focused on the outstanding cleansing power of Shell Helix. Inspired by beautiful sports cars, we worked with very talented professionals to build a completely see-through car to demonstrate how Shell Helix works inside an engine to cleanse and protect it.”

Shell Helix Ultra is five times more effective than a regular mineral oil at removing sludge from dirty engines, and is designed to reduce daily wear and tear therefore helping engines last longer.

To find out how the 'Crystal Car' commercial was made you can watch the “Behind the scenes” video on shell's YouTube Channel.

For more information please contact:
Elcke Vercruysse
Communication Advisor Shell Lubricants
Tel: +32 2 5089578
Email: Elcke.Vercruysse@shell.com

Notes to Editors
The term ‘Shell Lubricants’ collectively refers to Shell Group companies engaged in the lubricants business. They manufacture and blend products for use in a range of applications from consumer motoring to mining and power generation to commercial transport. Shell’s portfolio of lubricant brands includes Pennzoil®, Quaker State®, Shell Rotella T, Shell Helix, Shell Rimula, Shell Tellus, Monarch, a portfolio of car care products and Jiffy Lube®. Shell have leading lubricants research centres around the world: in Germany, Japan, UK, and the US, plus a new presence in India.

For the third consecutive year, Shell is the number one global lubricants supplier - selling more lubricants in 2008 than any other company in the world, with a 13% share of the market in volume terms (source: Kline & Company report: ‘Competitive Intelligence for the Global Lubricants Industry, 2008 - 2018’).