Motor oil is dull. Oil advertising is even duller. To cut through, Shell needed to reach drivers directly via memorable content or through positive word of mouth. Sometimes motorists are forced to make a choice on which oil they buy and, when they do, the objective was to force them to choose Shell Helix. Shell Helix would make itself synonymous with 'extreme' conditions. It would construct a 'torture test programme', designed to entertain and educate. It would bring the oil's benefits to life in the toughest conditions. The solution was Driven to Extremes, a three part TV and Influencer Marketing series designed to showcase the toughest driving challenges ever conceived.
