Source: www.adweek.com - Wednesday, April 08, 2015
Seeking to raise the profile of Shell's long-running fuel efficiency challenge for students, MediaCom has turned to Jay Leno, Detroit and NBCUniversal's Today. Leno stars in an ad about the annual challenge, known as Eco-marathon, which recognizes the most efficient cars that students create by fuel type. He'll also make an appearance at the three-day event, taking place Friday through Sunday in the Motor City rather than Shell's home city of Houston. Some 1,000 high school and college students from North America, Central America and South America will attend. Shell chose Leno partly for his celebrity but also to associate with one of the biggest gear heads around. The promotional ad takes place at his garage in Burbank, Calif., which holds a bevy of vintage models. Leno is a "connoisseur of great cars," said Dean Aragon, CEO of Shell Brands International and global vp of brand. "So, we felt that he was going to be a very appropriate ambassador for the message." Leno also has a cable show to promote. Jay Leno's Garage , a popular Web series that explores the world of car collectors, is shifting to CNBC this fall, and one of its first episodes will include a segment on Eco-imagination, according to Larry Swyer, a managing partner at MediaCom. Shell also will advertise on the show. While Leno shares the students' love for cars, his vehicles are decidedly less efficient than theirs. In fact, that's the punch line of the ad, in which
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Seeking to raise the profile of Shell's long-running fuel efficiency challenge for students, MediaCom has turned to Jay Leno, Detroit and NBCUniversal's Today. Leno stars in an ad about the annual challenge, known as Eco-marathon, which recognizes the most efficient cars that students create by fuel type. He'll also make an appearance at the three-day event, taking place Friday through Sunday in the Motor City rather than Shell's home city of Houston. Some 1,000 high school and college students from North America, Central America and South America will attend. Shell chose Leno partly for his celebrity but also to associate with one of the biggest gear heads around. The promotional ad takes place at his garage in Burbank, Calif., which holds a bevy of vintage models. Leno is a "connoisseur of great cars," said Dean Aragon, CEO of Shell Brands International and global vp of brand. "So, we felt that he was going to be a very appropriate ambassador for the message." Leno also has a cable show to promote. Jay Leno's Garage , a popular Web series that explores the world of car collectors, is shifting to CNBC this fall, and one of its first episodes will include a segment on Eco-imagination, according to Larry Swyer, a managing partner at MediaCom. Shell also will advertise on the show. While Leno shares the students' love for cars, his vehicles are decidedly less efficient than theirs. In fact, that's the punch line of the ad, in whichfrom Top News on RSS Feeds http://ift.tt/1CW3fM1
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