Remy Ishak goes on heart stopping adventure in new Shell brand film

Shell is looking to get consumers to insert the spirit of adventure into the everyday with a new nationwide campaign “Kembara Lebih Jauh” (quest for more).

The campaign’s feature film stars Malaysian film icon Remy Ishak as Roger Hensem, a family man who epitomises the spirit of adventure in his everyday life.

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In the film, Hensem's quest leads him through various activities such as driving his daughter far out to camp, picking up his wife from the middle of town for a date, and visiting his parents, who live far away.

“What’s your secret?” asks his curious neighbour. “Shell FuelSave 95,” Hensem reveals with a wink and a nod.

The film is accompanied by a score that embodies adventure, akin to films such as Indiana Jones, while also incorporating Shell's sonic branding.

Launched by creative agency GrowthOps Asia, various versions of the feature film will be broadcast nationwide on TV, cinema, outdoor, radio, social media, and digital platforms.

“This new campaign aims to go beyond our product benefits and connect with Malaysians by showcasing how Shell FuelSave 95 is part of their daily lives,” said Seow Lee Ming, general manager of Shell Mobility Malaysia.

Shell said that the campaign aims to allow viewers to progress through the Shell cinematic universe, learning more about the characters and the benefits of Shell FuelSave 95.

“Our inspiration came from the idea that ‘every day can be an adventure,’ or ‘sebagai pekerja, kita hari hari jadi pengembara,’” said Adzam Bahrin, regional creative director at GrowthOps. “We wanted to create a campaign that resonates with Malaysians and celebrates this idea.”

Meanwhile, Shell was recently in talks to sell its fuel stations in Malaysia to Saudi Arabia's state-owned Saudi Aramco.

The deal, according to sources, could be worth up to US$1 billion. Talks reportedly began in late 2023.

According to a source, the deal may be finalised in the coming months. Meanwhile, two sources estimated that the deal could be worth roughly four to five billion ringgit (US$833 million to US$1.06 billion).

“Malaysia is important to Shell. We remain committed to the mobility business in the country," said a Shell spokesperson when MARKETING-INTERACTIVE reached out at the time.

Currently, Shell has 950 fuel stations in Malaysia. It is also the second largest oil station network after Petroliam Nasional (Petronas), according to Reuters.

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