Phillips 66 Comes Clean on TV

Spot Series Stresses Environmental Efforts
CHICAGO–Phillips 66 positions itself as an environmentally responsible gasoline company in a new broadcast campaign from NKH&W breaking later this month in Midwest and Southwest markets.
The series showcases the commitment the Bartlesville, Okla.-based unit of Phillips Petroleum has made to fuels that burn cleaner than government standards mandate, according to John Harrington, the agency’s vice president of creative services.
Two 30-second television commercials feature Midwestern and Southwestern landscapes, Harrington said. The spots conclude with superimposed copy informing viewers of what Phillips 66 has done for the environment.
The image campaign will not be self-congratulatory, but instead is intended to be more “aspirational” in its attempts to forge an emotional connection with customers, according to Harrington.
The spot television campaign breaks the week of Aug. 24. The work continues the same tagline, “The performance company,” that is used in product advertising.
NKH&W, Kansas City, Mo., won the $2-5 million project in March after a review that included Barkley, Evergreen & Partners in Kansas City and Publicis in Dallas.
Originally, the campaign was intended solely as a TV project, but it may be expanded to include radio spots as well. DDB Needham Dallas remains Phillips 66’s agency of record for service station, motor oil and service advertising.
Phillips 66 spent approximately $2 million on advertising in 1997, per Competitive Media Reporting.