HOT ISSUES @ bpeg.ca

I find that the recent TV advertising by Shell is very impressive. Shell has been a good community partner in the past and I feel that they should be encouraged to convey a message that is more in tune with future needs and desires. Here is my comment to Shell and their quick response from marketing.

To whom it may concern:
I find that your current TV advertising which depicts high speed racing cars in urban settings and close to pedestrians to be very inappropriate on a number of different levels and for a variety of reasons. I also find that this message defies the past commitments made by your company to the environmental efforts in our communities and corruptive to the safety programs directed at young drivers.
Tom Boyle

Good day Mr Boyle,

Thank you for making us aware of your concerns about our new television ad, Circuit. Shell produced and aired this ad to celebrate 60 years of shared passion for performance with Ferrari.
The ad features a dream or fantasy sequence of Formula One race cars on empty public streets. We believe the fact that this could never take place in anything other than tightly controlled, artificial circumstances is readily apparent, and it is this incongruity that makes the ad stand out. We also included the superscript "Professional driver. Closed course" quite legibly within the ad so that all viewers would understand the ad was filmed under controlled circumstances, and to reinforce the fact that this activity could not be replicated in real life.
Our motor-sports technical relationships give us a valuable laboratory and testing facility for developing innovative new fuels to help improve engine efficiency and therefore reduce fuel consumption leading to fewer emissions. We pass these benefits on to our customers at our gas stations. Shell's role in eight Formula One Constructor's crowns and eleven Drivers' titles suggests we're doing something right. And the technology we develop in racing helps us address the energy challenge.
Again, thank you for making us aware of your concerns. We will keep your feedback in mind for future campaigns.
Regards,

Eric Beaulieu
Shell Helps Representative
Shell Canada Products

Toll Free: 1-800-661-1600
Fax: 1-888-691-3997