1. Changing the society’s perception of the driver from being the reckless human and being blamed for most road accidents to showcasing the road hazards they face everyday and how they keep pushing through.

2. Linking the #1 LCV truck brand with our brand; Shell Helix and to stand out against competition

3. Showcasing the emotional side of the driver.


Speaking the driver's language. Focusing on their issues and what matters to them; emotionally and functionally. While having a brand that always speaks to the hearts of the consumers.


Showcasing true and authentic cultural acts in the Egyptian society that well resonates with our target


The copy over performed and achieved a high positive sentiment with a 33.8M total views.

Shell Rimula Main Copy English Subtitles

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