Still Going Well

Britain goes well with Shell, says this bright, breezy and patriotic ad.

Don’t be misled by the cheery tune and cartoon mascot. This commercial for the oil giant from agency Burrows and Gillard is seriously thought-through. Shell had for many years used the slogan ‘I’m going well with Shell’. Here, striking a patriotic note, it’s ‘Britain goes well with Shell’. At a time of economic insecurity, the ad’s an optimistic national tapestry in miniature: Britain at home, in the foundry, on the farm, on the road, in the air… Shell’s petrol powers the lot. And exports too. The North Sea boom’s a boon for UK plc.

Note also the deliberate colour design of the live action scenes, reflecting the red and yellow of the logo - and repeating the logo itself as often as possible. See also a shorter and simpler version, North Sea, also on BFI Player.