Ackerman's in Deepwater With Kerr-McGee

DALLAS Ackerman McQueen will use famed oceanographer Sylvia A. Earle to promote Kerr-McGee Corp.'s earth-friendly method of producing oil and gas to a broad audience of decision makers.In the 30-second television spot that breaks Sunday during Meet the Press, Earle is initially shown standing on a platform in the Gulf of Mexico and then exploring the ocean floor. She says, "There's a symphony of life down there, but there are energy resources too, and Kerr-McGee leads the way." As the camera focuses on the seven-story high platform used for extracting oil and gas, a voiceover continues: "With new spar technology that can float in, recover resources, then sail away. Energy our country needs." The spot closes with shots of Earle and the platform as the narrator says, "Nobody rules and respects the deepwater like the explorers of Kerr-McGee."The spot by the Oklahoma City shop for the locally based oil and gas company uses "Explore more" as the tag.Client representative Carol Schumacher said Earle, a former chief scientist for the U.S. National Oceanic and Atmospheric Administration and a Kerr-McGee board member, is an ideal spokesperson for the company's environmental message by virtue of her credentials and knowledge of the company. "She understands the technology and what we're doing to be able to recover those resources," Schumacher said. "And she understands we're doing that in a safe manner with environmental responsibility."The spot is the third in what Schumacher calls a "pilot" advertising effort that began running in January on Meet the Press, This Week and Face the Nation. Previous commercials use animation to introduce future exploration technology. Schumacher said although the initial spot will only run on Meet the Press, it will begin to air during the other two shows as well. After a month, the other two spots will rejoin the rotation. She said the company chose to run the campaign during the Sunday morning network talk shows because people in the business, political and financial communities watch the programs. "We want people to realize we're a company that's leading the industry from a technology standpoint, which we've started with the first two spots, and now we're layering in that not only do we have good technology," she said, "but we're doing it with a major commitment to environmental responsibility."Schumacher said the company would evaluate the success of the campaign to determine future advertising effortsKerr-McGee spent $1 million on media through April 2003, according to TNS Media Intelligence/CMR, which does not list any advertising expenditures last year.

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Ackerman's in Deepwater With Kerr-McGee

Mindy Charski

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