In between the excitement during what was arguably one of the best Super Bowls in history on Feb. 5, the American Petroleum Institute (API) launched its latest advertising campaign.
As part of the campaign, called Power Past Impossible, a 30-second ad aired during the big football game between the New England Patriots and the Atlanta Falcons. With bold strokes of colorful paint in the background, the commercial showed how “This ain’t your daddy’s oil,” highlighting that oil is more than something needed for vehicles every 5,000 to 7,000 miles, or so.
The commercial pointed out how oil is incorporated into several products used by consumers, such as lipstick, paint and heart valves. The campaign, which will also play digitally and via radio and print, will also highlight the benefits of natural gas, according to the API.
“From modern technological advances to life-saving medical devices to everyday cosmetics, there are countless examples of how natural gas and oil help consumers power past the impossible every single day. This dynamic campaign will show how individual consumers benefit from more than just transportation fuels or cooking and heat,” API CEO Jack Gerard said in a Feb. 5 statement on the campaign.
“Just five years ago, no one would have imagined the United States could increase production and refining of oil and natural gas while cutting greenhouse-gas emissions, which are near 25-year lows,” Gerard added. “That’s just one way we’ve powered past the impossible, and the new campaign highlights the myriad other aspects of life in which natural gas and oil make the impossible, possible.”
While few, if any, can say they haven’t reaped the benefits of oil and gas, the industry still has a negative image for some people. No matter how many oil- and gas-related jobs are created or how far greenhouse-gas emissions fall, the industry can’t erase negative public images whether it’s a corruption scandal, a deadly oil spill or violent clashes over pipelines.
Such images are the typical the big newsmakers. Rarely does the general public hear about new game-changing technology or oil and gas companies’ involvement in initiatives aimed at reducing emissions or renewable energy projects.
With more than 111 million viewers, according to Nielson, there was perhaps no better way for API to get its message across.
The ad was released amid the industry’s continued push to ease regulations on the industry.
The public’s reaction to the ad was mixed. Looking at Super Bowl-related tweets, some were surprised to see the ad about oil among others that included Coca-Cola’s “America, the Beautiful,” Airbnb’s “We Accept,” Budweiser’s “Born The Hard Way” and a sexy Mr. Clean, if that’s what you call a bald guy wearing tight white pants while scrubbing the floor and stovetop.
It should be noted, however, that oil and gas companies helped make the Super Bowl in Houston possible with financial support, volunteer leadership and community involvement, according to the host committee. Founding sponsors of the 2017 Houston Super Bowl Host Committee included Anadarko Petroleum Corp., Chevron Corp., ConocoPhillips, Energy XXI, GE, Halliburton Co., Hess Corp., Noble Energy Inc., NRG and Shell.
If you missed the API ad, take a look here. What do you think?
Velda Addison can be reached at email@example.com.
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