The World: Detroit - Chevron launches ad offensive to counter animosity

Chevron is confronting the mounting public animosity towards the world's oil companies with global advertising showing how it is exploring new energy sources while continuing to drill for oil.

New York's mcgarrybowen has produced the $15 million integrated campaign under the theme Untapped Energy. The campaign is intended to influence the 80 per cent of Americans who, according to Helen Clark, the Chevron manager of corporate brand and reputation, "are open to learn more, even if they don't love us".

The campaign, which will roll out in Europe, Latin America, the Middle East and Africa, includes print ads by Young & Rubicam and online banner ads by Wunderman.