Chances are, the next time you pull into a Shell garage to fill up, you’ll catch a glimpse of the new face of Shell Fuel. Caprice? Tara? Well, not exactly.
Pulling a variety of grimaces, ranging from exasperated and confused to thoroughly fed up, is “Pete” – Shell’s ineffective fleet manager and star of its new point-of-sale ads.
The search for a star with the personality and versatility to express so wide a range of negative emotions led campaign creators Tullo Marshall Warren a merry dance – all the way to their copywriting department. For “Pete” is none other than TMW copywriter Peter Roche.
Fame has gone to his head, however: his demands for a massive pay rise have been given short shrift at TMW.