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Power Past Impossible

The American Petroleum Institute launched Power Past Impossible with the Super Bowl, but it has continued to run both on youtube and TV since. I first saw it run on TV and it grabbed my attention immediately because it's design is so modern especially relative to most TV ads. The Ad begins words flashing up one at a time, stating "This is not your Daddy's oil." Then they proceed to explore a variety of themes around oil and what it has made possible. It ends with a card directing viewers to powerpastimpossible.org. On the site are explanations and some light research supporting all of the claims made throughout the spot. Even as an environmentalist I was somewhat convinced and certainly drawn in by this content. I still don't think the oil companies are doing as much as they should, but this ad does change the conversation from strict finger pointing to the oil giants being part of the solution.

Strengths: This ad has excellent stopping power, and is very visually engaging.

Weaknesses: There is not time for proof in this 30 second spot so they bank on people visiting the site or buying the message from the visuals alone. A comparable ad recently launched by Exxon sends a similar message more effectively through interview soundbites of employees, though it is less engaging.

Target: Millennials, Oil critics, the environmentally conscious

Insights:

1. Oil has changed a lot over the years (for the better)

2. Oil can companies have mitigated emissions, but receive no credit

3. To maintain a place in this world Oil & Co. has to recognize climate change, and prove its place in fixing things.

Purpose: Impacting Society — mitigate climate change

Positioning: "Not your Daddy's oil" An oil organization that recognizes the need for climate change mitigation

Personality: Edgy, Hip, Innovative, Cool


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I started this blog to detail my experience in the M-School​. Posts will include reflections from class sessions and Ad Agency site visits as well as weekly Ad finds with an accompanying analysis.  

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