Laura Bell
Statistics Editor
Millions of people across the US and around the world watched the 51st Annual Super Bowl on Feb. 5 where AFC champions, the New England Patriots, took on NFC champions, the Atlanta Falcons. To many viewers of the much-anticipated game, the television commercials are the highlights of one of the most-watched television shows of the year.
Many of this year's commercial offerings, which seemed to lack the usual comedic take on product-selling, tended to strike a more subdued emotional connection with the viewing audience. One such example was Airbnb's "We Accept" ad. Another was Anheuser Busch's story of Adolphus Busch immigrating to the US from Germany. Both of these ads, as well as many others, evoked powerful sentiments about the changing policies of newly elected US President Donald J. Trump.
The American Petroleum Institute, an advocate for the petroleum industry, premiered its "Power Past Impossible" ad campaign during this year's game, which was held in Houston, known to many as the energy capital of the world. This first national ad campaign showcased the vast array of products that consumer's might not expect to be derived from oil and gas.
"This is an exciting new initiative that will demonstrate the many innovative ways that natural gas and oil-and the products derived from them-are integrated into our daily lives," said API Pres. and Chief Executive Officer Jack Gerard. "From modern technological advances to life-saving medical devices to everyday cosmetics, there are countless examples of how natural gas and oil help consumers power past the impossible every single day. This dynamic campaign will show how individual consumers benefit from more than just transportation fuels or cooking and heat."
'This ain't your daddy's oil'
The 30-sec commercial starts with the phrase "This ain't your daddy's oil." A bold statement to illustrate that oil does more than just fuel cars and heat homes. The $5-million commercial depicts different scenes to evoke a "transition of thought" or raising awareness of the many different uses of oil and natural gas.
The commercial continues with a man spray-painting graffiti art on a wall and paint for modern art used on canvas, to demonstrate that the manufacturing of petroleum products enables one to be creative. The screen reads, "Oil gushes art." Next, a woman is seen applying cosmetics-lipstick and eye shadow-to illustrate oil's role in the necessary components of the fashion industry. The screen reads, "Oil strikes a pose."
Next, a woman's prosthetic hand enables her to shoot a bow and arrow. Roughly 7 million Americans have the assistance of prosthetic hips or knees to live a more comfortable life. The screen reads, "Oil taps potential." Nearly 5 million Americans diagnosed with heart-valve disease, prosthetic heart valves could advance lives: "Oil pumps life."
Reportedly $89.9 billion was invested in the oil and gas industry for emission-reducing technologies during 2000-14. This was nearly as much as invested in agriculture, electric utilities, and the automobile industry combined. Air pollutants have dropped by 63% since 1980. The screen reads, "Oil runs cleaner."
Air travel-both intercontinental and for space exploration-isn't new, but new technologies such as advanced fuels make the practice more efficient than ever. The screen reads, "Oil explores space."
Ad sparks anger
Critics of the ad, who took to social media to vent their anger after it played, said it overlooked the long-term effects of fossil fuel use. On Twitter, critics of the API commercial spot challenged the ad's truthfulness.
Others, however, ranked the ad among the best to play during the Super Bowl. Many on Twitter pushed back at the ad's critics in favor of the commercial, one even pointing out that "a good portion of your laptop, tablet, or smartphone is made from petroleum."
API's trademarked slogan, "Power past impossible," closes out the commercial. The mantra will underlie API's continuing campaign depicting how the oil and gas industry will "power through what we thought was impossible just a few years ago," despite the critics.
