Shell-Texaco Airs First Ads Under Alliance

DETROIT-The Shell-Texaco Alliance will launch two separate campaigns, backed by $40 million, starting June 1. Shell will be positioned by Ogilvy & Mather, Houston, as the full-service station and Texaco by BBDO, Houston, as the home of car-friendly gasoline.
The twin offensives are the first overseen by Anthony Gonsalves, general manager of brand management for the S-T alliance, who answers to both companies’ CEOs.
For Shell, Ogilvy’s spots tout several services to the Bachman Turner Overdrive lyrics “Let it roll down the highway.”