Doner Cardwell brightens BP image

Doner Cardwell Hawkins has launched a global campaign for BP Amoco, in an attempt to position the oil and petroleum company as a supplier of cleaner fuels.

Doner Cardwell Hawkins has launched a global campaign for BP Amoco,

in an attempt to position the oil and petroleum company as a supplier of

cleaner fuels.



The campaign, which runs on TV, print and poster as well as

below-the-line, tells consumers about three greener options now

available from BP - ultra-low sulphur diesel, lead replacement petrol

and liquid petroleum gas. It is being launched as part of a programme

aimed at reducing CO2 emissions from BP’s own activities by 10 per cent

by the year 2010. The ads will air in 40 cities where the cleaner fuels

strategy is being implemented, breaking first in the UK.



The launch commercial, ’I am only one’, sets out the beliefs and

motivations of BP by stating that everyone has a responsibility to look

after the environment. We are told that BP is ’committed to making a

difference in the world’. It introduces the new endline, ’BP - for the

journey ahead’.



A follow-up commercial entitled ’green car’ explains how BP Amoco’s

customers can make a difference by fuelling their cars with greener

diesel. A voiceover explains: ’At BP we don’t think it matters what

colour your car is, as long as it’s green.’ The ad shows a BP customer

filling up at a service station, and as he does so, his car turns

green.



The ads were created in a collaborative effort between Doner Cardwell

London and the agency’s headquarters in Detroit. They were directed by

Ken Arlidge of Flying Tigers and shot on location in South Africa,

Ireland and the UK.



Andrew Hawkins, the managing director at Doner Cardwell, said: ’This is

a campaign about a progressive company that does not accept that the

choice is either economic growth and pollution, or a clean living

environment but no growth. For BP Amoco, this is an unacceptable trade

off and it is doing something about it.’



Media planning and buying in the UK is handled by MediaCom TMB.



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