Someone Has To Provide Energy. It Might As Well Be Chevron.

Ad Age shows that even the most heinous of industries can–with the help of clever ad men and women–turn perception on its head. It’s an ambitous road, turning something as dirty as oil into a cause that benefits humanity. But that’s what Chevron intends to do.

Roughly 10% of Americans “hate us and our industry and there’s nothing we can do to change their minds,” said Helen Clark, Chevron Corp.’s manager of corporate brand and reputation. Another 10% are on Chevron’s side, while the remaining 80% “are open to learn more even if they don’t love us.”
So Chevron is joining the ranks of petroleum companies hoping an ad campaign will give that 80% the warm fuzzies. The company on Sunday is launching a global corporate blitz, themed “The Power of Human Energy,” that aims to humanize the oil giant and its employees.

Chevron enlisted the help of McGarryBowen, New York for the campaign which was shot and directed by Lance Accord, the cinematographer for “Maria Antoinette,” “Lost in Translation” and “Being John Malkovich”. Campbell Scott (son of actor George C. Scott) narrates.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.