Chevron Taps "Human Energy"

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While ExxonMobil and BP have "spent lavishly on image ads," Chevron's new "power of human energy" campaign is a particularly ambitious "bid to recast itself as an environmentally responsible corporate citizen." Advertising Age reports that its first ad, a 2 1/2 minute spot from the ad agency McGarryBowen that was directed by Lance Acord (of "Lost in Translation" fame) and narrated by Campbell Scott, is "part of an estimated $15 million integrated U.S. campaign." Ads will also run in Latin America, Europe, Asia and the Middle East, adapted from U.S. print ads by local offices of WPP's Y&R firm. Online components include "interactive stories showcasing 'human energy' at work within the company," at chevron.com, along with "Energyville," an "interactive game showing the tradeoffs of different energy sources." Chevron's corporate brand and reputation manager, Helen Clark, said that while 10% of Americans "hate us and our industry ... when people get the chance to learn about us, it helps to change their views." In related news, EarthRights International is petitioning Chevron -- as "one of the largest foreign investors in Burma (Myanmar) and the only remaining major U.S. corporation with a significant presence there" -- to pressure the Burmese junta to respect human rights.