Ogilvy 1960’s Shell Ad

This Shell ad from the 1960s doesn’t brag about horsepower or mileage. Instead, it zooms in on “hidden engine noise” and how three of its nine ingredients silence it. That’s smart marketing magic: turning an invisible, technical detail into a concrete customer benefit.

Marketing Analysis

Shell knew that car buyers didn’t care about “hydrocarbon blends” — but they did care about a smoother, quieter car. So instead of selling gas, they sold peace and confidence behind the wheel. The ad reframes chemistry as comfort.

Why It Works

• Turns a technical feature into a relatable benefit
• Uses specificity (3 of 9 ingredients) to sound credible
• Frames the product as proactive protection
• Makes the invisible (engine noise) a tangible pain point

Examples

• Apple markets chip speed as “faster performance” for everyday tasks
• Dyson promotes “13 cyclones” not for tech fans, but for cleaner air
• Colgate sells fluoride as “fights cavities” — not chemistry