Shell Europe had realised the value of stores in Petrol stations.

They made a stronger profit on products, like milk, soft drinks or cheese than they did on petrol.

But it was also a method of getting people to stop at Shell rather than the competitors.

Because Shell offered more. A highway supermarket, rest, tank, feed, get supplies and continue.

I found myself stuck way out on a motorway at midnight in a Shell station halfway to Vienna, with a camera crew.

The Director refused to direct as he was upset at having to make commercials. He was an artist, and proceeded to drink coffee while sitting up in a crane four metres above the carpark, and refused to come down.

I dragged the lights around myself.

You could even see the edge of one of the lights in the shot.

It was the worst commercial ever, but it worked.

But we had queues for kilometres the following weeks and Shell was first to introduce successful retail trading to motorways.

People started to equate late night shopping with cheaper fuel.