23 February to 22 March 2008

Following on from the "That Was Shell - That Was!" Exhibition at Guildford House Gallery in 2004, we welcomed the follow-on exhibition which included posters of Britain's Landscapes from the Shell Campaigns, as well as some of the original works of art used to produce the posters.

From the 1920s Shell took the whole of Britain as inspiration for one of its most effective advertising campaigns.  Instead of simply advertising Shell oil and petrol the company promoted motoring as a pleasurable activity, encouraging people to get out in their cars and enjoy the pleasures of the countryside.

Images of unusual landmarks, historic sights and inspiring landscapes appeared on the sides of Shell delivery lorries transporting cans of fuel to customers across the country.  Lorry Bills were an imaginative method of marketing, approved by powerful pressure groups responsible for the protection of rural areas from the damage caused by advertising hoardings.

Shell commissioned many famous names in British Contemporary Art to produce illustrations for posters in a wide variety of artistic styles. Cars, garages and other symbols of modern life were often left out, instead an idealised view of Rural Britain was created that appealed to the middle classes living in towns and cities.

Over 30 selected Lorry Bills and original art work from the long running advertising campaign completed this exhibition, reflecting the charm and character of a nostalgic age of motoring.

Guildford House Gallery
155 High Street
Guildford
Surrey
GU1 3AJ

Tel: 01483 444742
Email: guildfordhouse@guildford.gov.uk