MediaMyopic

Nearly a 3-minute epic, Chevron released this commercial in reponse to the mounting pressures of the green ‘movement.’ The company’s $15 million green marketing campaign kicked off in September 07′ with the airing of this ad during a 60 Minutes segment on CBS, contributing to the branding of Chevron while humanizing one of the most attacked industries of our day. It’s profound, dramatic and optimistic but offers no evidence of green practices. Chevron may be no Exxon-Mobile but, seriously, this is the last industry deserving of sympathy from consumers. A surplus for swanky propaganda: just another luxury of price gouging at the pump.