# Badass Average Joe Ads Shell Mastercard Campaign by TBWA Shows the Safe Side By Armida Ascano | Published 2010-11-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/shell-mastercard References: [adsoftheworld](http://adsoftheworld.com/taxonomy/brand/shell) & [shell](http://www.shell.ca/home/content/can-en/products_services/on_the_road/card_services/cards/) The most recent campaign for [Shell Mastercard](https://www.trendhunter.com/trends/shell-1) is a marvelously clever [series of print ads](https://www.trendhunter.com/trends/where-have-you-been) that smashes the stereotypes of fast-car fanatics. The series features everyday average joes in [racing gear](https://www.trendhunter.com/trends/liquid-death-and-nascar) with witty one-liners such as "Born to be Mild." The message is clear: Shell Mastercard is looking to provide a more conventional, logical service for your car. Models used in the ads range from elderly men to soccer moms, making the Shell Mastercard friendly for every safe driver. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 24% | Activity: 9% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Life](https://www.trendhunter.com/life) ## Key Themes ### Why This Trend Is Growing - **Diverse Representation:** Opportunity to disrupt traditional advertising by showcasing everyday people from different demographics in campaigns. - **Subverting Stereotypes:** Innovative approach to challenge clichés and break away from industry norms in advertising. - **Humorous Messaging:** Potential for disruptive marketing by using witty and unexpected one-liners to capture audience attention. ### Industries Being Reshaped - **Advertising:** Disruptive innovation opportunity to revolutionize the way ads are created and challenge traditional stereotypes. - **Financial Services:** Opportunity for disruptive innovation in the credit card industry by targeting a broader audience and breaking traditional perceptions. - **Automotive:** Disruptive innovation potential in car services by emphasizing safety and accessibility for all types of drivers. ## Related on Trend Hunter - [Empowering Car Ads](https://www.trendhunter.com/trends/carmax1.md) - [Adventure-Inspired Auto Ads](https://www.trendhunter.com/trends/made-for-what-youre-made-of.md) - [Cheeky Auto Campaigns](https://www.trendhunter.com/trends/he-got-money.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Travel-inspired Brand Campaigns](https://www.trendhunter.com/trends/road-and-beyond.md) - [Online Car Retailer Ads](https://www.trendhunter.com/trends/clutch-ad.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md)