BP is set to launch its first television advert since its oil spill disaster in the Gulf of Mexico, to promote its sponsorship of the London 2012 Olympic and Paralympic Games.
The 30 second ad, BP’s first TV campaign in five years, focuses on six Olympic and Paralympic athletes from Team GB, including heptathlete Jessica Ennis.
BP chiefs are hoping the campaign will help to further improve perception of the brand. The company’s “buzz” – the net balance of positive and negative things people have heard about the brand – reached its lowest point in the weeks following the spill, at -73.2, but this figure has slowly regaining positivity and is now at -9.9, according to YouGov’s BrandIndex.
BP is a tier one sponsor of London 2012 and will provide fuel for the 4,700 official vehicles and will supply oil and gas at the event.
The new Olympic-themed ad launches today (1 July) and will be supported with outdoor, print and digital activity. The TV spot was created by Ogilvy & Mather.