AGENCY: Iris BRAND: Shell WORK: Web copy
It was a cold day in Shell when the brief landed on my desk. The heating hadn't worked in weeks. They needed my Shellp to write roughly one whole shit-tonne (or 3.7 metric tonnes) of web copy for Shell UK, from legally conscious technical fuel stuff to words about fluffy video content. I looked down at my nearly empty Biro. “I'll have to Shell out for some new pens” I thought. (Sorry.)
New Shell V-Power has arrived
It’s not hard to drive fast. But performance means more than speed. At Shell, we always challenge ourselves to give our best. That’s why together with Ferrari, we’ve developed new Shell V-Power. Watch how Vettel masters performance with new Shell-V-Power. Wherever your journey takes you, go with Britain’s No. 1 performance fuel.
How do you make petrol sound interesting? And how do you make legal-team-sanctioned language about petrol sound interesting? I really had to get under the bonnet with this copy, working in minute detail on every single line. And with a few tweaks here, a bit of tightening there and a final tune-up, I managed to engineer some performance-boosting fuel of my own.
Modern diesel engines are constantly setting new standards. And to set our own, we have tirelessly innovated to create Shell V-Power Diesel with boosted DYNAFLEX Technology for our best cleaning performance.
HELPS TO CLEAN
Intake valves and/or fuel injector nozzles
When you clean your showerhead with a limescale remover, you see a big improvement in your shower spray’s performance. It is similar with new Shell V-Power fuels; by helping remove built-up deposits that have already formed on the intake valves and/or fuel injector nozzles, it helps to restore your engine’s performance.
I'm not going to lie, it was a challenge to make complex fuel language simple, accessible and engaging. At first, having all the legal and technical language dumped on me left me a bit Shell-shocked (Ok, I'm done with the Shell puns now). But we got there and the new copy appears to be performing very nicely.
Explore stunning machines and intense motoring passion with Sam from Seen Through Glass. From the custom-ride hot rods of America to the beautifully crafted supercars of Italy, this Drive Society video series features the diverse communities across the globe that are truly obsessed with motoring.
Take to the road with the Hot Rides
Sam hops on the back of a vintage beauty as the USA’s all-female biker crew, Hot Rides, shows him what they’re made of. Expect a lot of leather, denim and speed.
Experience the pomp of Concours d’Elegance
Explore motoring prestige as owners of the rarest and most iconic classic cars in the world gather at Windsor Castle for the Concours d’Elegance festival.
Cleaner engines perform better
Two grandmas, Liz and Jackie, explain why a cleaner engine is better.