Activists to Ad Agencies: Beware of Shell’s Siren Song, Lest Ye Become Gaslighting Accomplices

Havas, the brave soul who took on the Shell media account, found itself in hot water, experiencing a backlash that could only be described as what happens when you realize you’ve accidentally helped decorate the banquet hall for the Titanic’s farewell dinner.

Posted by John Donovan: 20 March 2024

In an era where even our snacks are going green, Comms Declare, the activist group with a penchant for ruining Big Oil’s marketing dreams, has issued a stark warning to all ad agencies: pitching for Shell Energy’s creative account is like signing a deal with the devil but with less fire and more gaslighting.

Shell, known affectionately as the Olympic champion of gaslighting, has put on its best sheep’s clothing, beckoning ad agencies to help peddle its renewables and energy solutions business in Australia. But Comms Declare is calling BS, suggesting that anyone who takes the bait is essentially propping up the glossy facade of a company that’s doubling down on its oil and gas love affair.

“Shell is an Olympic gaslighter,” proclaimed Belinda Noble, founder of Comms Declare, in what might be the understatement of the century. She went on to describe Shell’s masterful performance in talking a big game on the energy transition, only to take a chainsaw to its 2030 emissions reduction target and ghost its 2035 target like a bad Tinder date.

Shell, in its pursuit of environmental street cred in Australia, has been caught red-handed promoting a net zero target that was, in a twist that shocked absolutely no one, revealed to be as much a part of Shell’s business plan as unicorns are to global logistics.

Noble pointed out that the energy retailing side of Shell’s operations, with its customer-friendly facade, is merely the charismatic frontman for an international conglomerate that’s betting the house against the energy transition and, casually, a safe future for our kids.

To add a cherry on top, the Draft Environmental Claims Code from the AANA throws shade at fossil fuel companies’ attempts at greenwashing faster than you can say “sustainable.”

Havas, the brave soul who took on the Shell media account, found itself in hot water, experiencing a backlash that could only be described as what happens when you realize you’ve accidentally helped decorate the banquet hall for the Titanic’s farewell dinner.

So, dear ad agencies, before you leap into the warm embrace of Shell’s renewable energy pitch, remember: you might just be helping to put lipstick on a pig—except this pig is responsible for a significant chunk of global emissions. Proceed with caution, or you might find your agency’s reputation doing the backstroke in a pool of oil.

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