Shell's Green Ads Take New Tack†

Campaign Stresses Potential Role of Innovation in Fighting Climate Change

Wall Street Journal, February 3, 2009 — -- Royal Dutch Shell, censured twice by Britain's ad police for exaggerating its commitment to green issues, is hoping to avoid controversy in its latest ad campaign. It isn't clear if it has succeeded.

The Anglo-Dutch oil giant drew fire from activist groups like Greenpeace and Friends of the Earth for past attempts to extol its environmental responsibility. It tended to boast of its investments in alternative energy with ads that spoke of the "power to create a cleaner, safer world."

Now, in a campaign designed by ad agency JWT, part of London-based WPP, Shell is stressing technology and innovation and its potential contributions to fighting global warming.