The popularity of Shell Helix’s Driven to Extremes campaign is seeing media from around the world descend on Cape Town to emulate the off-road adventures of global celebrities in some of South Africa’s toughest driving environments.
The same driving challenge will be made available to the South African public later in the year.
Shell Helix’s Driven to Extremes is a three-part television series commissioned by Shell to put its premium motor oil, Shell Helix Ultra, to the ultimate test in the subarctic temperatures of Siberia in Russia, the searing heat of China’s Taklimakan desert and the mud and wet of Malaysia’s Johor jungle.
In the original global campaign the experiences of actor Tom Hardy and Formula One racing driver Mika Salo in Siberia, Hollywood star Henry Cavill and British Superbikes Champion Neil Hodgson in the Taklimakan desert, and Oscar-winning actor Adrien Brody and Mika Salo in the Johor jungle are captured in a three part TV series, called Driven to Extremes.
The series recently aired in South Africa on Discovery Channel in March 2013. “Petrol heads” and adventure enthusiasts can view additional content and never before seen material from the Driven to Extremes TV series on www.youtube.com/shellhelix.
Between the 7th and 9th of May 2013, global and local media, joined by some of the international stars from the TV series, Driven to Extremes, will experience the thrill of a similarly extreme driving challenge in Cape Town. This will be an opportunity for local media to experience the challenges first hand before everyone else.
The Cape Town media leg of the Driven to Extremes campaign is expected to generate world-wide coverage for the Helix brand as well as showcase South Africa’s diverse scenery and challenging driving experiences.
Most excitingly, South African motorists stand a chance of taking part in a similar experience in December 2013 by entering the Can You Handle the Extremes global promotion at participating Auto Retail Outlets, Shell Service Stations or taking the challenge online via www.shellhelixextreme.com.