The World: Detroit - Petrol giants distract attention from rising prices

Soaring petrol prices in the US have become so alarming that the country's oil giants have dropped almost all references to them in their advertising.

Instead, companies such as Shell and BP are concentrating on product and the garage forecourt experience. Shell has launched a $35 million campaign through JWT Houston called "Passionate Experts", while BP is running an animated spot from Ogilvy & Mather featuring singing children.

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