API's new advertising campaign features two spots, “Noise” and “We’re On It,” that will go into rotation on broadcast and cable news, digital, radio, airports and outdoor billboards in Washington and New York. They will be coupled with reports and digital content highlighting the industry’s leadership in reducing emissions and provide a contrast with proposals that would impact the economic and environmental benefits that come from natural gas and oil. 

What might be striking to those in the U.S. oil and natural gas industry is the switch in identification: it is now the natural gas and oil industry—the cleaner fuel goes first.

The tone is also a departure from the “Power Past Impossible” theme from API's previous generation of advertising. The “Impossible” ads relied on vivid imagery and conveyed how hydrocarbons have myriad uses, not just as fuels. The new ads are softer in tone.

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