Littlefield Campaign Celebrates State's Natural Energy Resources
DALLAS--Littlefield Marketing & Advertising in Tulsa, Okla., will launch a new statewide, $1.6 million image campaign this month for the Oklahoma Energy Resources Board.
The effort will include three high-profile television commercials that spotlight the role Oklahoma's natural gas and petroleum industries play in the state's economic foundation. The 30-second ads will comprise nearly 80 percent of the 1998 media buy for OERB, according to the agency.
This is the second campaign completed by Littlefield for the Oklahoma City-based OERB since the agency won the account in May 1997. It is the first work under the supervision of new vice president and creative director Neil Scanlan, a former executive at Temerlin McClain in Irving, Texas. Littlefield hired Scanlan in June.
The quasi-government agency, funded by a voluntary fee on oil sold in the state, previously worked with Ackerman McQueen, Oklahoma City.
In the commercial for natural gas, the agency plays off the industry term "Christmas tree," named for the valve-laden pipes that tower over a natural gas well. "I think that I shall never see a thing as economical, abundant, clean, [and] productive as a tree," reads copy laid over closeup visuals of the well structure.
A second spot celebrates the classic oil wells that dot the Oklahoma landscape. Using copy instead of narration, the commercial states, "This machine built schools, roads, homes, cities
. . . this machine even built careers. And the beauty is this machine is still going strong."
A voiceover takes over in the third ad, which concentrates on industry specialists--from the field "roughneck" to the petroleum engineer. "The life forces behind Oklahoma's oil and natural gas industry don't sit on corporate boards. They're out on the fields, working hard," says the narrator.
The TV push shows only one part of OERB's mission. Besides educational efforts, the board is responsible for cleaning up abandoned oil well sites. Since forming in 1994, the unit has completed work on 1,000 sites.