BP launches first TV ad since oil disaster

BP is launching its first TV ad since the Gulf of Mexico oil disaster last year, to highlight its commitment as a sponsor of the London 2012 Olympics.

The oil giant is returning to TV screens tonight (1 July) following a five-year hiatus from TV advertising. The ad, created by Ogilvy & Mather, features BP’s sponsored athletes from the Olympics and Paralympics, including British track athlete Jessica Ennis and Paralympic runner Richard Whitehead.

The 30-second spot shows BP’s commitment to "fuels of the future", with the campaign strapline including: "London 2012 fuelling the future."

The ad, which runs throughout July, features the athletes running in BP’s bio fields, as well as on field tracks, surrounded by cars. The campaign will also run across print and outdoor.

Will Awdry, Ogilvy & Mather’s creative director, was behind the campaign, along with art director Darren Urquhart and copywriter Thomas Smith.

The production company was Knucklehead and the ad was directed by Chris Hewitt. Mindshare was the media agency behind the campaign.

Duncan Blake, director of brand at BP, said: "We thought now people were in the mood to listen to message about the Olympics. We had to be thoughtful about the project and the brand, and to get the voice right. I’m confident people will see BP in a positive way."

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