Shell's Let's Go campaign.

The positioning of shell's let go campaign adds are obviously targeting the middle-higher income class. People who are affluent and educated (not to mention businessmen/politicians/government relations and in this new world the well connected middle eastern entrepreneurs.) you wont find the let's go campaign on mass media but carefully selected outlets like business week,the economist and time.com and CNBC. 


The direction if this raises a few question. Much like e beautiful picture of two Brazilian children playing kite on the back drop of then clearest sky and with supporting editorial that exhumes the trustworthy effects of a gas powered future, the 2 Brazilian children(and perhaps most of the beach-goers in the background)in the photo are likely never to see this ad.  


Is it a good ad though? Perhaps. Every part of the ad is carefully constructed to give confidence that Shell's interest are in the best interest of both you and I. Underlined by the campaign tag line "Let's Go", its a rally call that ask us readers to join in Shell's vision of the future, deliberately putting a comforting arm on our shoulders and hinting that its in our best interest as well. 


gone are the days where simple messages such as "you can be sure of Shell" work well. Cant be to outright nowadays. People have gone a but more sophisticated than that.