Earlier this year, Firecracker made a set of films showing regular people explaining Shell products in terms your granny would understand. The casting brief called for relatable, likeable sorts from all walks of British life: from shopkeepers to personal trainers to (yes) even grannies.
We also had barbers explaining the difference between petrol and diesel (it's the molecular chain lengths, obviously). One of these - an ebullient beatboxer - will now be familiar as Kem, king of Love Island 2017.
Thanks to every tabloid 'unearthing' Kem's Shell film, the campaign has gained added exposure (see below). Meanwhile, Twitter is aflame with cries of 'FIX!'.
It wasn't, of course. Just good casting.