POV: Chevron Teaches Big Brands What Not to Do

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

SAN FRANCISCO Chevron Oil decided it wanted to win points with the public late last month, so it rolled out the red carpet on a lushly produced TV, print and online campaign and gave the marketing industry a great lesson in what not to do.

The anchor ad was two-and-a-half minutes long, chock full of sweeping aerial shots filmed in more than 13 countries and ran on CBS’ 60 Minutes.

The core message in the $15 million “The power of human energy” campaign is that Chevron is not made of “corporate titans, but men and women of vision.”



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in