 "Shell Lubricants campaign")
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
