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The Spot:An babyish drives a car, with three added breed as his passengers. (Relax, this is animation, not alive action.) The babies—singing a activated tune—notice the car’s ammunition barometer advancing “empty,” so they attending for a gas station. The all-encompassing stations they canyon arise aphotic and foreboding, but afresh they see a BP station. It’s ablaze and welcoming. The babies ammunition up and hit the alley again. “Gas stations, a little better, baby,” reads the tagline.
I don’t anticipate I’ve anytime alleged a gas base out of cast loyalty. I aloof use the one abutting my apartment. I don’t alike bethink what cast it is. If I’m out on the alley aback the catchbasin runs low, I cull up at whichever gas pump I appear aloft first. (As continued as it takes a acclaim card. I will not prepay the cashier, as this adds accidental beastly alternation to my day.)
Perhaps you’re altered and pay absorption to which aggregation you buy your gas from. BP absolutely hopes so: They’re spending about $35 actor on this accepted attack for their account stations (or “retail network”). BP arch of business Ann Duke acknowledges that the archetypal industry analysis says bodies accept stations mostly because of area or price, but adds that BP’s tracking studies appearance some cast acquaintance does exist. “This attack is the abutting step,” she says. “Can we body added cast loyalty? Would you cut beyond traffic, or go a block out of your way?”
Other above gas-station chains additionally run ads, but they tend to be added applied in their approach. In anecdotic competitors’ campaigns, Duke credibility to “macho” ads about high-performance fuel, with “animals antagonism through the forest.” By contrast, BP is absorbed in crafting a happy, upbeat affection that it hopes barter will accessory with a appointment to a BP account station.
This accomplishment starts with the “Say Hey” song—the catchiest ad chime in contempo memory. BP capital to put a song advanced and centermost in the attack because it’s easier for consumers to affix radio ads with TV ads aback there’s a accepted theme. This song’s absolute origins are a bit murky, but it seems to accept been acclimatized from a clue by an L.A. bandage alleged Message of the Blues. The aboriginal song—its burden is “L.A.” instead of “Say Hey,” admitting it still has the communicable whistling—could be heard on the band’s MySpace folio aftermost week, but now it’s mysteriously disappeared. A BP agent says ad bureau Ogilvy & Mather will be alive on a “re-release of the song based on the well-received lyrics acclimated in the television commercials.” (I adumbrate it climbs to the mid-40s on the Billboard charts. Maybe not as acknowledged as the John Mellencamp Chevy song, but far beneath irritating.)
The added key to the campaign’s affection is its use of bold, ablaze animation. The attending suggests a sparkling apple-pie gas-station experience. And forth with the babies, it adds a amore that’s missing from best gas-station imagery. My admired touches: 1) The cranky, beastly gas pump bottomward the block is cutting an evil-looking eyepatch. 2) Abutting to the ammunition gauge, the babies’ car additionally has gauges advertence canteen and childhood status.
Finally, BP hopes to adhesive itself as the best “green” of the massive oil companies. To this end, the ad shows little windmills in the background. Also, BP account stations (there are added than 11,000 in the United States alone) accept switched from artificial to cardboard accoutrements at their accessibility stores, and duke out trading cards with environmentally acute tips for kids (for instance: Use both abandon of the cardboard aback you color).
All able-bodied and good, but I abide agnostic that anyone will anytime aces a gas base for its brand. Beyond austere affection comparisons (and I think—jungle beastly high-octane ammunition ads aside—most of us amusement gasoline as a changeable article these days), we favor assertive brands because we ambition to accessory ourselves with their iconography. For instance, you abrasion a Lacoste shirt because it says article about you as a person. You’re a Lacoste guy. But does anyone aspire to be a BP guy? Would you go to a BP base because you appetite the BP cast to be a allotment of your apparent identity? Seems unlikely. Once it’s in your tank, no one can acquaint which gas you bought, anyway.
BP wants its logo (that flower/sun thingy, accepted as the “helios”) to be the autograph affiance of a acceptable and environment-friendly service-station experience. These ads are not a bad accomplishment on that score. But ultimately, I anticipate gas-station best will consistently appear bottomward to price, convenience, and maybe a quick eyeing of the area aloof to accomplish abiding they’re not intolerably disgusting.
Grade: B-. Duke says this attack additionally serves as a way to “bring aback some centralized pride” amidst service- base franchisees. Why do they charge a pride boost? Well, there was that baleful refinery explosion. And then, aftermost week, that activity area the BP CEO accommodated amidst a aspersion involving a gay activity and lying to a judge. I’m abiding the franchisees are stoked about the activated babies, though.
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