Chevron Corp. has launched a new global advertising campaign titled “We Agree,” but a hoax group is attempting to ruin the company’s thunder.
The campaign by Chevron highlights the common ground Chevron shares with people around the world on key energy issues. It also describes the actions the company takes in producing energy responsibly and in supporting the communities where it operates.
“We hear what people say about oil companies – that they should develop renewables, support communities, create jobs and protect the environment – and the fact is, we agree,” said Rhonda Zygocki, vice president of Policy, Government and Public Affairs at Chevron. “This campaign demonstrates our values as a company and the greater value we provide in meeting the world’s demand for energy. There is a lot of common ground on energy issues if we take the time to find it.”
The campaign includes a series of print ads and 30-second TV spots that focus on five main themes:
• Growth and Jobs – Demonstrating Chevron’s strong reinvestment of profits into energy development, local economies and job creation.
• Renewable Energy – Describing Chevron’s leadership in the development of renewable energy and the promotion of energy efficiency.
• Technology – Showcasing the advanced technologies Chevron is investing in to find new energy and work cleaner, smarter and safer.
• Small Business – Highlighting Chevron’s support of small businesses and supply chains around the world.
• Community Development – Emphasizing the partnerships and programs Chevron is involved in to support health, education and socioeconomic development in the communities where it operates.
The ads feature declarative statements about the oil industry that are designed to illustrate the mutual agreement between Chevron and its partners. They also describe the actions Chevron is taking to advance these important issues. The statements are accompanied by the text “We Agree” and signatures from both a Chevron employee and, in most instances, a Chevron partner. Some of the partners include The Global Fund to Fight AIDS, Tuberculosis and Malaria, which works with Chevron to address global health issues; Teach For America, which partners with Chevron to provide innovative solutions to education challenges; and Weyerhaeuser Company, which works with Chevron in a joint venture to develop advanced biofuels from nonfood sources. The television spots include a Chevron employee and a citizen expressing their opinions about the industry. As the advertisement unfolds, their perspectives converge in agreement, reinforcing the “We Agree” message.
We Agree Hoax
But the campaign is running up against some obstacles. Today news.gather.com reported the Chevron ad campaign has been hijacked by a hoax campaign, that is running hoax ads with specific oil industry complaints. The hijacking group is called the Yes Men, which joined with Amazon Watch and the Rainforest Action Network to take over Chevron’s “We Agree” campaign.
As part of the hoax, they released a bogus press release and a phony Web site.
Chevron now is fighting back against the Yes Men hijackers, noting that the group is not engaging in a rational conversation but simply highlighting the problem without offering solutions.
The Yes Men reportedly claim to be exposing the truth behind the glossy ad campaign. The group has targeted energy companies in the past, including Exxon Mobil and Halliburton.
The print images for the real Chevron campaign were shot by famed photographer Steve McCurry, who has created many iconic images for National Geographic and other international publications. ”Glory Road” director James Gartner shot and directed the television commercials. The TV ads can be found at YouTube.com/Chevron. All of the print and TV ads can be found in the advertising section of www.chevron.com.