Scuderia Ferrari Shills for Shell
Ever wish you could dip into Ferrari’s racing stable, film some high-speed hijinks, and get paid for it, to boot?; Envy the producers of Shell Oil’s Circuit spot, as they did just that.
Between January and February of 2007, this team – led by director Antoine Bardou-Jacquet – hauled six Formula 1 racers from Ferrari’s scuderia across the globe, stopping in Rome, New York, Hong Kong, Rio de Janero, Monaco, and Sydney.;
In each locale, teams meticulously prepped each car for action, adding fake dirt, weathering, and awkwardly-large camera rigs to each car.; We’d have to wonder what a 1952 F500 handles like with a heavy Panavision camera mounted over the front axle – but we’re certain taking such a priceless beauty into a corner with the extra weight is nerve-wracking.
Total cost to produce the spot was close to $10 million – a hefty bill, but when considering the expense to airlift several cars across several continents, it actually starts to sound reasonable.; With a million YouTube views, several awards, and the impassioned adoration of tifosi everywhere, we’d say Circuit was certainly a success for Shell.
But you be the judge.; The clip of the ad is available at Shell’s website (click here).; And if you’d like to see what sort of work goes into making an audio-visual masterpiece like this, click here to watch a behind-the-scenes look at Circuit.