"Hardworking" is the campaign Shell Rotella is running with, which you've probably seen by now on TV. The thought process behind it is, "the reality of hard work and determination to get the job done. Hardworking Americans have a passion for putting in long hours on the job because for them it's not just an option, it's a way of life." Or more pointedly, "From construction workers to farmers and truckers to loggers, hardworking individuals rely on their vehicles and equipment, which is why Shell Rotella works to offer a product to keep them moving while they're on the job." There's a bunch of stuff you can check out at shell.com/rotella, like the "Unsung Stories" series of documentaries.