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Just spew it

27 May 2010 No Comment

So you may have heard about this little oil spill in the Gulf of Mexico. Anywhere from 5,000-1,000,000 barrels a day spewing into the sea (the pinpoint accuracy on these estimates is amazing) and no end in sight.

It’s one of the greatest unnatural disasters in our hemisphere’s history.

And, perhaps just slightly less important, it shows that advertising doesn’t mean squat if you don’t actually practice what you preach.

I remember when the BP-Beyond Petroleum campaign launched. I loved it. The ads looked great. The copy was on point. The new logo was a fresh departure from the staid old oil company emblems.

And then they went and fucked it all up by being reckless, selfish douchebags. In other words, just another oil company.

Man, I feel duped. I really wanted to believe they were on our side, at least a little bit. I wanted to believe that they cared. Sure, I know they are a mega-corporation in search of mega-profits, but I thought they at least got it. I thought they at least understood that people were hungry for change and a company that cared about the future.

Woops.

And so, all the equity they built with their ad campaign is gone. The worst part? They could’ve at least recovered some of it if their actions post-explosion showed any kind of humanity.

But instead, they keep upping the ante on their douchebaggery. Instead of putting their energy into minimizing the damage from the spill, they have focused on minimizing their PR damage.

Which, ironically, has had quite the opposite effect.

The company that I saw in the Beyond Petroleum campaign would have known better.

Too bad that company never really existed.

- TJ Bennett

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