J. Walter Thompson launches its first work for Shell this week,
nine months after it landed the pan-European account.
The campaign is designed to make Shell’s convenience store, Select, more
relevant to customers. It features a private investigator, Beck, and his
side-kick, Walker, who use Select stores at all times of the day and
In the first execution, ’crossword’, the two detectives are sitting in
their car parked on the forecourt of a Select station. Walker announces
he is bored and goes to the shop to get a coffee. Meanwhile, Beck
practises his arrest technique, snarling ’you’re nicked’ in the car’s
rear-view mirror. Walker returns from the shop laden with groceries.
’We’re on surveillance,’ Beck snaps.
As the pair shut the boot of the car, the subject of their surveillance
sneaks unnoticed out of his front door.
The second execution, ’hot-dog’, features Beck flirting with Amanda, an
assistant at the Select station. Walker spoils his romantic moment by
spotting Beck’s wife filling up her car outside. The film cuts to Walker
and Beck cowering in the loo. ’She must be gone by now,’ Walker
Beck shudders: ’Believe me, she’s out there.’
In the third execution, ’delivery’, Walker uses a surveillance telescope
to spot the cake delivery at a Select store. He rushes off to buy some
food to the annoyance of Beck, who gives him a lecture on
However, he then screams: ’Walker, get me a raspberry flapjack and
that’s an order.’ Walker looks anxious and Beck realises he’s blown
The ads were created by the copywriter, Andrew Singleton, and the art
director, Jono Wardle and directed by Simon Cheek through Spirit Films.
The television campaign, which starts this week, will run nationally for
six weeks, supported by radio ads and a direct mail blitz to more than
one million Smart card holders.
Media buying is through CIA Medianetwork.
Mike Harle, the Shell UK marketing manager, said: ’This campaign will
make the Select brand more relevant to customers’ changing lifestyles by
demonstrating how it makes life easier.’
Jaspar Shelbourne, JWT’s executive creative director, said: ’It’s an
excellent beginning to our relationship with Shell. The campaign is set
to run and run.’