BP launches first TV ad since oil disaster
By Sara Kimberley, campaignlive.co.uk, Friday, 01 July 2011 12:10PM
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."
This article was first published on campaignlive.co.uk
- Freelance Designer Blue Skies Marketing Recruitment £23 - £25 per hour, Milton Keynes
- Digital Senior Account Director Red Sofa London £55000.00 - £70000.00 per annum, London
- Account Manager [Experiential] - Integrated Agency - Up to £31k Verbatim Search Up to £32k, London (Central), London (Greater)
- Digital Marketing Manager Purple Consultancy £40000 - £45000 per annum, London
- Account Manager Purple Consultancy £30000 - £35000 per annum, London
- Google's European leader says viewing habits are 'changing dramatically'
- Land Rover to move global ad account into Spark44
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Viacom to bring Breaking Bad to Freeview with Spike launch
- 'Advertisers are snake oil salesmen', says Peter Oborne
- Agencies need to make more use of audience insight, says Mark Creighton