Doner Cleaning Up for BP Amoco

European Campaign Is Expected to Break in U.S. Later This Year
DETROIT-A BP Amoco TV campaign from Doner that promotes the company’s Cleaner Fuels program in European markets is expected to hit U.S. shores later this year.
The work, jointly created by Doner’s Southfield, Mich., and London offices, will reach 40 cities worldwide. It broke in the U.K. last week.
Doner and M&C Saatchi, London, competed for the $20 million assignment to promote Cleaner Fuels, which employ low-sulfur diesel. The shootout concluded in January with the selection of Doner.
The agency’s Southfield office also handles U.S. retail advertising for the BP brand. M&C Saatchi handles BP’s corporate advertising internationally, while Leo Burnett, Chicago, is the agency for Amoco. For now, those assignments remain untouched.
The campaign breaking in the U.K. consists of two TV spots with the tagline, “For the journey ahead.” One spot, dubbed “I Am Only One,” focuses on the company’s belief that everyone has a responsibility to look after the environment. A second spot, “Green Car,” explains how BP Amoco’s customers can make a difference by fueling with cleaner-burning diesel.
The work launches at a time when BP Amoco is sorting out brand issues resulting from the merger of British Petroleum Co. and Amoco Corp. earlier this year. The company is said to be discussing long-term branding plans, examining whether to rebrand service stations that are now either BP or Amoco.
Regardless of the outcome of those deliberations, BP Amoco group chief executive officer Sir John Browne has indicated he plans to bring the Cleaner Fuels ad campaign to the U.S.
“This is a campaign about a progressive company that does not accept that the choice is either economic growth and pollution or a clean environment but no growth,” said Andrew Hawkins, managing director of Doner Cardwell Hawkins, London. ƒ