Fill up at Shell, for Pete’s sake

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.

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