A funny thing happened on the way to the pump.

You couldn’t work with better people than my former Shell clients. But don’t call what they make gas, I quickly learned. I had been asked to lead the creative out of JWT Houston and yes, Houston, we had a problem. US sales were slack and Shell wanted to dial it up at retail. So, we introduced the Shell Passionate Experts. They were friendly, down to earth and very passionate about what they do. Oftentimes, comically so. Which was definitely unusual for the category. They’d do anything to bring you the best gasoline possible. We even went so far as to create the back story for the Shell Experts with a series of offbeat content pieces directed by David Wild of Saturn and 10 Second Films fame. The work received millions of views, recognition in Ad Age, and helped drive Shell to number one in the US. All of which for a handful of years allowed me to get to know the ample charms of Houston, Texas.

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