We now have "human energy." So either humans need to share in finding energy solutions...or Chevron is using humans as an (alternative) energy source.
I just wouldn't want you fine folks to think that Chevron's "Human Energy" platform passed my radar (it just launched on Sunday). Or that I've gone soft on chemical and technology companies going all "human." Not a chance. In fact, it's a big topic at this human's blog.
So far there are things I like and things I don't. And
I'm awaiting for them to upload their "It's the Story of Our Time" spot to YouTube (seriously, what's with the wait?). Right now you can access the commercial here. The spot for the ad is now below.
I promise to be back at you when I've collected my thoughts on it. But it's a bit of a thinker. Why? Because with Chevron, it's not just a case of changing perceptions around "we're oil but not evil;" Chevron also needs to be relevant again.
See, Chevron's brand is so very under our radar to begin with.
Unlike Dow's commercial, Chevron does not tell us how hydrogen and oxygen bond to form water (no, I just can't ever stop mocking that line of copy). But they do mention having part-time poets on their payroll (hmm...poetic energy?).
I still contend--and have for years--that BP has done the finest work in changing perceptions by running Q&As with actual humans in their spots (even tho' we know they're featuring actors it comes across authentically, and powerfully). Plus they did it before anyone else went human and didn't have to say they were going human.
The humans said it for them, dig?
Just like the witty and profoundly wise Mark Goren says in his post (back from December!) "Your organization is human? Then be it, don’t sell it."
Correction/Update: I've just found out that BP's spots feature "real people" not actors. CK's Blog regrets the error. At least I was praising BP in the process...and it just goes to show: if you wanna be human, rely on humans. Why? Because it works when they tell your story for you (or make your energy argument for you).
Here's the spot for Chevron (RSS readers go here):