Title: Introducing Truck Oil
Description: Finally, a motor oil meant just for your gas truck. Here’s everything you need to know about Shell Rotella Gas Truck.
Duration: 1:20
[Background music plays]
“Sound of Shell”
[Animated sequence]
Yellow background appears with all caps white letters inlaid.
[Text displays]
The biggest name
[Animated sequence]
Wide shot of a semi driving down a two-lane highway appears. As it drives forward it reveals all caps white text over a blue sky.
[Text displays]
In diesel protection
[Animated sequence]
Yellow background appears with all caps white letters inlaid. The number 40 takes up most of the screen. The 40 is initially filled with shots of cars, then switches to white like the rest of the text. We quickly cut to a centered Pecten. It slides to the left and the Shell Rotella logo appears in the empty space on the right.
[Text displays]
For over 40 years
[Animated sequence]
We quickly cut to a centered Pecten. It slides to the left and the Shell Rotella logo appears in the empty space on the right.
[Text displays]
Shell Rotella®
[Animated sequence]
White background appears with all lowercase yellow letters inlaid. Three words appear all on the same line.
[Text displays]
Introduces the next (replaces “brings the next”)
[Animated sequence]
Alternating red and yellow background appears with all caps white letters inlaid, growing larger as they appear to move closer to the viewer.
[Text displays]
generation
[Animated sequence]
White background appears with all lowercase yellow letters inlaid, growing smaller as they appear to move farther from the viewer.
[Text displays]
of Shell Rotella motor oil.
[Animated sequence]
Alternating red and yellow backgrounds appear with white all-caps words inlaid. The words are short, bold and fill the whole screen. Before “TRUCKS” a red truck is quickly flashed. The same happens with a yellow SUV right before “SUVs”.
[Text displays]
Only
For
Gas
Trucks
And SUVs
[Animated sequence]
White background appears with yellow letters inlaid. We quickly cut to a yellow background with white text in the form of a checklist. “Trucks” appears with a check box to its left, “SUVs” quickly appears below it in the same fashion.
[Text displays]
No, really.
Just for gas-powered
ü Trucks
ü SUVs
[Animated sequence]
White background appears with yellow letters inlaid. We quickly cut to various still portraits of truck owners, who look proud and strong. The photos are bright and beautiful. The same yellow text remains inlaid over each one.
[Text displays]
Because truck owners
[Animated sequence]
Alternating red and yellow backgrounds appear with white text inlaid. The text is in 3 different horizontal lines, the middle line simply being a massive, all-caps word (“CAR”). The text is covered up by hundreds of cars in a parking lot. They all parked extremely close together and all look the same.
[Text displays]
Are different than car owners
[Animated sequence]
Yellow background appears with white letters inlaid. Three vertically-stacked words appear, the middle being the operative word. It is the largest and isn’t white like the other two, but filled with footage from the action it is describing. For haul we see a man loading wood into the bed of a truck. For tow, a red truck tows a large boat towards the camera. For climb, a jeep navigates up a steep rock. And for work we see a hand sporting a work glove grab a piece of plywood from the bed of a white truck.
[Text displays]
They haul more
They tow more
They climb more
And they work more
[Animated sequence]
Yellow background appears with white letters inlaid. A large engine appears behind the text, and the background changes to red. To the beat of the music, we cut to a much tighter shot of the engine.
[Text displays]
While using bigger engines
[Animated sequence]
White background appears with yellow letters inlaid. On “high” we switch to a yellow background with flames in it. Over the flames, we see an all-caps, full-screen word (“HIGH”) in red text. The same happens for “temperatures” but with yellow text and a red background. The red flames engulf the screen.
[Text displays]
That operate at high temperatures
[Animated sequence]
White background appears with yellow letters inlaid. Cut to a yellow background, where the Shell Rotella Gas Truck logo appears in red and grey. To display the last two words of the phrase, we quickly cut back to a white background with yellow letters.
[Text displays]
That’s why Shell Rotella® Gas Truck gives them
[Animated sequence]
Yellow background appears with all-caps white letters inlaid. Beneath it, a horizontal pour shot runs from left to right.
[Text displays]
Extreme wear protection
[Animated sequence]
Alternating red and yellow backgrounds appear with white all-caps words inlaid. The words are short, bold and fill the whole screen.
[Text displays]
that high-torque
[Animated sequence]
Red background appears behind an all-caps white word (“TRUCK”). A red truck pulls into the frame. Change to a yellow background with a huge red ampersand, then cut to an all-caps white word (“SUV”). A yellow SUV pulls into the frame.
[Text displays]
truck and SUV
[Animated sequence]
The background becomes a close-up shot of an engine. The word “powertrains” appears over it in white all-caps letters. Cut to a yellow background with the word “need” over it in rede all-caps letters.
[Text displays]
Powertrains need
[Animated sequence]
Wide shot of a man shutting the door to his truck appears. As the door closes it reveals all-caps white text.
[Text displays]
For the new
[Animated sequence]
Close-up shot of a man opening the gate of his truck, revealing all-caps white text.
[Text displays]
and the old
[Animated sequence]
White background appears with yellow letters inlaid. Cut to a yellow background with giant white text. A red truck is in the foreground, facing the left side of the screen. It appears to pull forwards as the screen appears to pan from left to right, revealing the whole phrase. The panning stops on a tiny yellow car.
[Text displays]
It’s time to stop treating your truck like a car
[Animated sequence]
White background appears with yellow letters inlaid. Cut to a red background with giant yellow text, then alternate from yellow to red background with white text over it.
[Text displays]
And give it extreme wear protection
[Animated sequence]
A wide shot of an SUV driving through a muddy creek. No text is on screen. Cut to alternating red and yellow backgrounds appear with white all-caps words inlaid. The words are short, bold and fill the whole screen.
[Text displays]
For this extreme
[Animated sequence]
Close-up show of heavily-treaded tires driving up a muddy slope. No text is on screen. Cut to alternating red and yellow backgrounds appear with white all-caps words inlaid.
[Text displays]
This extreme
[Animated sequence]
Close-up show of tires driving through powdery snow. No text is on screen. Cut to alternating red and yellow backgrounds appear with white all-caps words inlaid, followed by footage of a traffic light changing from green to red.
[Text displays]
And this extreme
[Animated sequence]
White background appears with yellow letters inlaid. Cut to a yellow background with giant white text displaying the number 1.
[Text displays]
From the makers of the
#1
[Animated sequence]
White background appears with yellow letters inlaid, then begins to flash between yellow and white, the text alternating accordingly. For “In North America” we cut to alternating red and yellow backgrounds with a single all-caps word inlaid per frame. The Disclaimer is present for this entire sequence.
[Text displays]
From the makers of the #1 diesel engine oil brand in North America (Add disclaimer: According to Kline 2017 report)
[Animated sequence]
A bottle shot appears over a yellow background, the 5-quart bottle appears first, followed by the 1 quart. Cut to an alternating background with all-caps letters.
[Text displays]
This is our first Shell Rotella truck oil
[Animated sequence]
While the colors are alternating, the phrase reorganizes itself. Some words quickly slide off screen, and others move to form a new phrase, “This is truck oil”. The two bottles appear to the right of the phrase.
[Text displays]
This is truck oil
[Animated sequence]
A yellow background appears with the Shell Rotella Gas Truck logo over it. The logo remains and the background switches to white.
[Text displays]
Shell Rotella® Gas Truck
[Animated sequence]
In the same way that we’ve seen, 3 large, all-caps words animate quickly over alternating background. We see “MEANT / JUST / FOR” in this fashion. On “you” there is a change of pace. It appears in small, lowercase yellow letters on a white background. It shrinks from large to small, appearing to move farther away from the viewer.
[Text displays]
Meant
just
for
you
[Animated sequence]
A white background fills the screen, the Shell Pecten in the middle. This lasts for several seconds. While we see the Pecten, we hear the clarinet mnemonic.
