Creative
Copywriter
Shell V-Power | Switching Seats
INSIGHT
Sometimes, fuel efficiency and engine response is just as important for road drivers as it is to Formula One world champions.
BRIEF
V-Power is Shell's race-derived performance road fuel. Our brief was to broaden consideration for its benefits beyond the core car enthusiast audience.
IDEA
Switching Seats
Challenge two heroes of road and track to a race. But at the wheel of each other's rides.
THE JOB SWAP
Alex Knapton, a real NHS paramedic, first set a target time in a 370bhp Ferrari 488 supercar.
Ferrari F1 driver Sebastian Vettel then took to the wheel of Alex's 118bhp ambulance with the challenge of beating it.
Who takes the flag first?
MAKING THE BEST USE OF TALENT
To get the best camera performance from Seb Vettel, we only revealed we were timing the runs competitively when he arrived at the shoot.
STORYTELLING CONTENT FOR EARNED MEDIA
We captured the race with incidental placement of Shell V-Power branding to create a film for European earned media and Shell owned channels.
HOW DID IT DO?
One million YouTube views and top tier online media coverage, including The Sun and Daily Mail,
Sky Sports TV broadcast, plus legions of motoring blogs.
Shell went on to repeat the idea with Kimi Räikkönen and the Kuala Lumpur fire service.
CREDITS
Concept, script, copywriting, creative direction for shoot and edit.
Content produced with Generator Films.
