Shell Oil Co., Houston, launches a $50 million campaign Feb. 6, its first corporate effort since 1983. Ogilvy & Mather, Houston, created five 30-second TV spots depicting various Shell products, including polymers for diapers and resins for snowboards. The ads break during the Winter Olympic Games on CBS. The new tag is "Count on Shell." One spot touts Shell's "Driving Dangers" booklet, developed with the National Safety Council and available at Shell gas stations in 39 states.
Copyright February 1998, Crain Communications Inc.