Basically, they're about to set up two new drilling platforms in the Arctic. As part of their celebration, they set up a little bitty model oil rig to dispense drinks.
It's a metaphor. Or it turned into one when they, first, couldn't get it to work, and then couldn't get it to stop squirting drinks everywhere.
The clip is also brilliant because of the way Shell handled the incident - trying to take the phone of the guy who was filming it, then throwing him out. Video!