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SAN RAMON, Calif. -- Chevron Corp. is launching a new integrated global advertising campaign aimed at engaging people in energy issues, as well as highlighting Chevron's efforts to bring additional energy supplies to the marketplace, the company stated.
The campaign, called "Power of Human Energy," will launch in the U.S. on Sept. 30 as a two-and-a-half minute television spot on CBS's "60 Minutes," and internationally on Oct. 5. Four spots will appear on television in the U.S. and regionally in Latin America, Europe, Africa, Asia and the Middle East, on channels such as CNNI, BBC and Discovery, the company stated. The campaign also includes print ads, online ads and special events.
"The energy industry is one of the most complex and vital industries in the world. Yet public opinion is most frequently shaped by the price at the pump," Chevron vice chairman Peter Robertson said in a statement. "How we find, produce and use energy are critical issues of our time. We all need to participate in developing and shaping our energy future. Chevron takes on this challenge every day."
The debut will feature the "Untapped Energy" ad, which will premiere on "60 Minutes." Global television advertisements -- "The Impossible," "New Frontiers" and "Renewable Energy" -- will appear in 1-minute and 30-second spots, the company stated. These ads will focus on the effect energy has on our lives and the commitment, ingenuity and responsibility Chevron practices to bring energy supplies to the market, according to the company.
"Power of Human Energy" is an advancement of the company's July 2005 "Real Issues" awareness campaign, which contained print, online, broadcast and outdoor ads, along with a Web site -- www.willyoujoinus.com. The site will still be functional, and has seen nearly two million visitors to the site from approximately 190 countries, the company stated.
"At Chevron, 'human energy' captures our positive spirit in delivering energy to a rapidly changing world," Rhonda Zygocki, Chevron vice president of Policy, Government and Public Affairs, said in a statement. "We believe that viable answers are out there to meet future demand, but that people must work together to find them."
As part of the campaign, Chevron revamped its corporate Web site -- www.chevron.com -- to feature interactive stories on "human energy" at Chevron, and a global issues section to discuss the company's efforts on issues such as supply and demand, energy efficiency and climate change, according to the company. The Web site also features Energyville, an interactive game that explores the economic, environmental and security impact of energy choices, the company stated.