Shell breaks global campaign

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LONDON--Shell International thisweek breaks a global commercial for itspremium fuels and lubricants that highlights Shell's partnership with Ferrariin Formula 1 racing.

The spot from J. Walter Thompson Co.features a Ferrari racing car, fueledby Shell, which leaves a massive waveof water in its wake as is races across a desert. The ``wave'' is meantto symbolize the cleansing action ofthe Formula Shell Oil and is associated with the sea and Shell's logo.

One commercial promotes Shell Fuels,stressing how all gasoline brands arenot the same and that Shell Formulacleanses the engine. The other spotfeatures Shell's Helix Lubricants.

The TV and cinema commercials coincidewith the start of the 1999 Formula 1Grand Prix season. The films will bebacked by press and poster advertising.

Two years ago, JWT was assigned Shell'sEuropean business and now the agencyhandles it worldwide.

Copyright March 1999, Crain Communications Inc.

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