In arguably the most brazen example of gross product placement in recent times, Shell is pushing gasoline propaganda through the vehicle of Fortnite.
What are kids most worried about, climate change… what do kids really like, Fortnite. Roll out the prop!
In what feels like a work of fiction Black Mirror creator Charlie Brooker may have written, oil giant Shell has recently partnered with Fortnite to push its new ‘V-Power Nitro+’ gasoline.
As you’re reading this, thousands of players are exploring EPIC’s Shell Island, a DLC campaign consisting of six fan made road trips and a bunch of bombastic quests. ‘Hit the dusty trail’ the promo says, but don’t forget to fill up between missions at the Shell gas station.
That’s not an arbitrary extra, by the way. Fortnite gamers will literally have to periodically stock up their virtual tank with Shell’s Nitro+ gas to successfully navigate all in-game obstacles.
Shell’s Fortnite ad is getting absolutely flamed in the comments 🔥 pic.twitter.com/luUb9QnbSY
— The Goose (@The_Goose_Media) October 12, 2023
While you’re busy reeling and/or facepalming from the information you’ve just received, let us provide some context behind Shell’s shameless endeavour. Having boasted record profits for 2023, the oil giant is unreservedly pivoting towards fossil fuels and away from renewables. Screw PR.
To ensure quarterly upticks continue for the decade ahead, getting younger folk onboard with gasoline is seemingly its next big prerogative. Who cares about extreme weather, or the displacement of millions? Give Gen Zers a controller and they’ll not only keep shtum, but hopefully start saving for a SUV.