Doner Goes Green With BP Amoco

Doner is promoting BP Amoco’s products as more environmentally sound in a new TV campaign produced by its Southfield, Mich., and London offices. The ads, which broke in Britain last week, will reach 40 cities worldwide, including the U.S.
BP Amoco’s Cleaner Fuels are made of low sulfur diesel, unleaded gasoline and liquefied petroleum gas. A shoot-out for the $20 million assignment between Doner and M&C Saatchi, London, ended in January.
Doner also handles U.S. retail advertising for the BP brand. M&C Saatchi handles BP’s corporate advertising internationally. Leo Burnett, Chicago, is the agency for the Amoco brand.
The campaign in the U.K. consists of two TV spots with the tagline, “For the journey ahead.”
The first opens on a woman in a field in front of a tree with a female voiceover saying, “I am only one.” The scene shifts to a longshoreman, then a female swimmer, a woman in a city street and finally, a male runner.
As the focus changes between the characters, so does the voiceover, which says: “I cannot do everything. But … I will do the something that I can do.” The ad concludes: “At BP, we’ve made a commitment to the world in which we live and breathe. Starting with the introduction of cleaner, greener fuels that substantially reduce emissions.”
The second spot explains how BP Amoco’s customers can make a difference by fueling with greener diesel.
The campaign launches as BP Amoco is sorting out brand issues resulting from the merger of British Petroleum Co. and Amoco Corp. earlier this year. The company is deciding whether to re-brand the service stations that now carry the BP and Amoco brands, or to leave them as they are, sources said.
The campaign will also run in the U.S. “Fundamentally, 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.