Shell Helix makes things crystal clear

Published on April 15th, 2010

Shell’s lubricants have always been lauded for their cleansing abilities that help keep the insides of our engines clean and now Shell aims to make things crystal clear on just how the lubricants function with a dramatic new advertisement for the Shell Helix.

Spearheading the campaign will be a TV commercial that aims to clearly demonstrate how Shell Helix cleans and protects the engine as the engine is running.

The commercial features a team of Shell Helix experts building a unique transparent vehicle made almost entirely out of Perspex, even the engine. Painstaking accuracy was required and that was exactly what the team gave for the build to ensure the crystal version was an exact working replica of the original vehicle.

The transparent vehicle and engine allows the viewers to see the Shell Helix lubricant work its way through the engine once it’s cranked. Only the tyres and spark plugs were kept opaque on the build.

True magic is the only way to describe the split second the oils start snaking through the transparent engine once an expert starts the ignition, allowing us to see the lubricants in action in real time.

Kicking off the new campaign for the Shell Helix motor oils was Azman Ismail, Managing Director of Shell Malaysia Trading together with Tan Min Yih, General Manager, Lubricants, South East Asia-South Cluster at Kuala Lumpur.


“The Shell Helix communication platform remains focused on the outstanding cleansing power of Shell Helix. Shell Helix with Active Cleansing Technology cleans and protects engines. Shell Helix Ultra is five times more effective than a regular mineral oil at removing sludge from dirty engines, at the same time offering three times better protection and twice the engine wear performance,” said Azman Ismail.

Shell Helix is a product of Shell’s partnership with Scuderia Ferrari since the 1930’s. Today, the Shell Helix Ultra product range uses the same active cleansing technology found in the lubricants inside the Ferrari Formula One machines.

That very fruitful partnership is also the basis for the Shell Helix Ferrari Adventure Challenge that will offer consumers a chance to sample the power and performance of Shell Helix-lubricated Ferraris at the Prancing Horse’s private test track in Maranello, Italy later this year.


Starting 10 May 2010, the challenge will begin and four lucky Malaysians will be rewarded with a two-day all expenses paid trip to the home of Ferrari on 18 an 19 November 2010.

The four lucky winners will be part of an exclusive meet-and-greet session with the Ferrari Formula One drivers , get taxi rides by the drivers , experience the Shell Helix Ultra- lubricated Ferrari road cars, explore the Ferrari road car factory and the Formula One workshops among other life-long experiences.

The challenge will run from 10 May to July 2010 and participation is as simple as submitting an entry with the answer to a simple question and proof of purchase of Shell Helix Ultra, Shell Helix HX7 or Shell Helix HX7 Diesel 4-liter pack.

Selected winners will win cash prizes and stand a chance to participate in the Shell Helix Ferrari Adventure Challenge Phase 2 to compete for the grand prize to Italy. For more information on Shell Helix Ferrari Adventure Challenge, please visit or visit your nearest Shell station and car workshops from May 2010.

text & pix: Dinesh Appavu


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