By Melissa Mullins ~
If you were like one of the many viewers watching the Super Bowl LI, you may have seen a commercial from the American Petroleum Institute (API) with the catchy opening line, “This ain’t your daddy’s oil.”
It was actually a play on General Motors’ 1988 commercial pitch, “this is not your father’s Oldsmobile,” in an effort to attract a younger generation.
The Institute tried a similar approach by rebranding petroleum as something used in products such as paint, heart valves, and lipstick – not just oil, gas, and cars that petroleum is traditionally associated with.
The commercial was accompanied by vivid color illustrations and messages concerning petroleum that its oil “gushes art,” “strikes a pose,” “pumps life” and “runs cleaner.”
As it turned out, environmental social justice warriors weren’t too thrilled about the commercial because, well, oil is supposed to be bad for the environment. How dare it be advertised for anything else other than at the gas pump!
In a special for USA Today, Bill Loveless wrote that such a reaction to the multi-million dollar ad was to be expected:
While the industry’s critics may complain that the 30-second spot during Super Bowl overlooks the long-term risks to the environment of carbon emissions from fossil fuels, API sees it as delivering a critical message to consumers…
A few of those put off by the commercial took to social media to express their disgust:
— Peter Miller (@RealPeterMiller) February 6, 2017
Was feeling super hopeful about corporate messaging until American Petroleum Institute came and reminded me the world is ending #SuperBowl
— Zoe Lister-Jones (@ZoeListerJones) February 6, 2017
The commercial ended with API’s trademarked slogan, “power past impossible,” which will be used in an ongoing campaign to depict the oil and gas industry in a better light. Instead of being seen by critics as culprits to the environment, the API perhaps could be lynchpins behind current energy and environmental challenges.
I’m sure we can expect more outrage from social justice warriors when that ad campaign begins to run.