BP’s Tony Hayward Speaks in TV Ad

AdAge logo2 Yesterday we posted on the Google Ads that BP has purchased in response to the crisis. AdAge has the television spot that BP rolled out. In it BP takes responsibility for the spill but attempts to communicate the great efforts that the company is taking to clean it up. They are making an effort to respond without seeming overly concerned with their reputation when they should be worrying about clean-up.

Posted June 3, 2010
By Ken
Wheaton
and Michael Bush, AdAge.com

According to CNN, BP has now broken a TV spot in its ongoing
effort to maintain some sort of control over its brand image.
You
can check it out below or, if someone disables embedding, watch the spot at this link. Like the print
ads that have been running
, this ad also promises to make things
right. BP is walking a tightrope with its messaging — it needs to
communicate something, but doesn’t want to be seen as being overly
focused on its brand when it should be cleaning up the Gulf. Then again,
shots of Hayward and heroic clean-up efforts under a blazing sun can’t compete with shots like these.

BP’s lead creative agency, Ogilvy & Mather, did not create the print
ads, and it’s unclear at this time whether it had any involvement with
this bit of advertising. Robert Wine, a spokesman for BP, said several
agencies are working with BP on the campaign but would not specify which
created the TV spot. “This will run for a while, it’s part of a
campaign that will run for a while as we try and reassure the people
most directly affected and then the wider American public of our
responsibilities and capability here in the Gulf.”

He didn’t know where the spot was running other than to say that it was
only airing in the U.S. and that it started airing today as did radio
and online spots. “This is the second stage of the campaign. The first
was informational ads along the Gulf Coast that had more to do with how
to make contact with us and launch compensation claims. This is the next
step in addressing the broader issues and the wider audience on the
overall progress of our response.”

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