New BP Commercial Seems Out of Touch with Reality, Boggles the Mind

Surprisingly, few web sites and media outlets have been talking about BP’s (BP) new marketing campaign titled Helios. If you have not yet seen the commercials, brace yourself – you are about to witness one of the oddest advertising promotions in recent memory. You really have to see the spot for yourself to believe that a major oil company put it out. Some of the highlights:

• Babies, sans carseat, drive while dancing, playing catch and breezing through yellow lights.
• Cars radiating fumes in the form of a BP logo.
• Rival gas stations complete with eye patch wearing pumps flailing angrily before signage comes crashing down on them.
• A companion site that urges us to “explore the world of babies driving.” 

 

Don’t get me wrong – the commercial itself, while a bit odd, is inventive and fun. And BP is making some commendable strides towards exploring alternative energy. The company has committed $7 billion towards greener energy projects in the next decade. And I am a big believer that in free markets, companies can be a force for good and that some change (especially consistently) is better than none. As I’ve stated before, green investing is not only good from an environmental perspective, it’s smart business.

But you have to wonder, oddities aside, about the timing and fit of such an advertisement. A recent refinery explosion killed 15 employees. And as we speak, the company is feverishly repairing a pipeline that, according to Reuters, spewed upwards of 267,000 gallons of crude oil in Prudhoe Bay (not far from a major wildlife preserve). As Treehugger.com points out, the fact that a company that makes $55,000 per minute allowed its infrastructure to decay is troubling.

You kind of get the feeling that sometimes when a company makes $7.27 billion in a quarter, they just get strange spending urges. I am not trying to paint BP as an inept company because they are experiencing problems that all oil companies experience and I think that relatively speaking, they are doing many things right. But the execution of this campaign, when viewed against the backdrop of current events, makes me wonder who was behind the wheel when this effort was approved. 

My view is that rather than making gas stations more fun, the company would do well to focus on making refineries a little better first…baby.

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Comments

[Bonnie]

It's easy to get mad at big oil. But BP's the best of the bunch and I think the humility expressed by their "a little better" campaign is brilliant.

[IntelligentInvestor]

Yes, it's brilliant for a candy company or a car company. But for an oil company? What's next, puppies plugging Halliburton?

This commercial is pretty annoying. BP could give the public a little more credit.

[T C]

Babies driving and without car seats??? Why isn't the public outrage? In 2007, Americans are still not buckling up their children and this commercial seems to say it's okay and 'fun' for babies to go without being buckled up. Not to mention the kids who are getting in the driver's seat of daddy's car and putting it in gear. In Belleville IL recently, a 10-year old boy did such a thing, killing his 4-year old sister with his daddy's truck. BP needs to re-think this silly commercial.

[Ralph]

First, the babies are CARTOONS!!!! It's not like they are showing dangerous real life situations.

Second, this is advertising for their retail brand. Whole different budget that refinery expenses.

And finally, BP is spending $3,000,000,000 (that 3 billion dollars) on their Whiting, IN refinery.

Think that shows some commitment.

[John]

Oh, I don't know. I kind of like the commercial and the song is sort of catchy. It hasn't compelled me to go buy gas at a BP station, but I still like the song. Lower gas prices...SAY HEY, then maybe I would be more interested in buying gas. All that aside, I think its a cute commercial. As for the "babies drivin without car seats furor", its a cartoon folks. Chill....

[Greg]

It's a great ad, they put a cute cartoon to a catchy song. People all over the country are searching the internet for the song and gets them looking at BP. So it served its purpose. The babies driving are a reference to our future, BP is putting alot of money into more efficient refining and fuels. Plus they are saying their gas stations are supposedly better, or atleast more enjoyable to be a patron of.
So to all you that turn the commercial into something evil and teaches bad habits... if a toddler as they pictured could figure out a car then grats... but a 10 year old is someone that should know better.

[Greg]

Oh btw, the song is performed by Message of The Blues. It's just for the commercial, but they have a similar version called LA which you can hear and buy on My Space.

[Tara Hunter]

What about the kids?...Its like the tobacco companies getting in trouble for inticing kids to smoke. Dosen't any one feel that they are reaching younger generations for the need for oil. We should be teaching our youth, our children, about alternative fuels...electric!! If they even make it that long.

[Dalex]

Rembember, BP = British Petroleum = Anglo Persian (Iranian) Oil. Just look it up regarding Iranian politics and Mosadegh!

[coolguy]

bp is freakin awsome i love it. its done so much for the world if you want email me and ill send you articles about how much they helped. alittlebetterbp@live.com

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