It's A Sign

A man was driving to work when a truck ran a stop sign, hit his car broadside, and knocked him cold. Passersby pulled him from the wreck and revived him.
He began a terrific struggle and had to be tranquilized by the medics. Later, when he was calm, they asked him why he struggled so.
He said, "I remember the impact, then nothing. I woke up on a concrete slab in front of a huge, flashing sign. Turns out somebody was standing in front of the 'S' on the 'Shell' sign.
Originally published June 09, 2004.