Because fuel was one of the most rationed materials, Texaco did not necessarily focus on a campaign selling gasoline and motor products. Texaco promoted the Texas Company as an employer for the returning servicemen. In this ad Texaco equates the job of the combatant to that of the station attendant. Texaco also promotes the Texaco Star Theatre broadcast every Sunday, and the Metropolitan Opera it supported on Saturday afternoons on radio.

"The sergeant grinned as he slipped me my mustering out orders: "Well, where do you go from here, EX-service man?" "Kindly omit the 'EX,'" I said. "I was a service man long before I got into this man's army, a Texaco Service man, and I'll be one again when I get home." As a Texaco Dealer, I'll have something the motorist can't get anywhere else-a swell lineup of special service features. My business will grow, just as it did before the war, because people like Texaco's Registered Rest Rooms, Circle Service and all the others. "Drive into my station some time, Sarge, and see what a real service man can do for your car!"