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BP’s First Global Advertising Campaign Since Deepwater Horizon Accused of Being ‘Deceptive and Hypocritical’

BP’s First Global Advertising Campaign Since Deepwater Horizon Accused of Being ‘Deceptive and Hypocritical’ 

Baby featured in a BP ad

Nearly a decade after being held responsible for the largest marine oil spill in history, BP’s first global advertising campaign in ten years has been denounced as “deceptive and hypocritical”.

The global advertising campaign called “we see possibilities everywhere” aims to showcase BP’s efforts to embrace clean energy and includes a series of short videos profiling the British oil giant’s plan to increase its energy production while lowering its emissions.

BP did not respond to DeSmog UK’s request for comment on time for publication but it previously said the campaign would allow the company to communicate its low-carbon activities in an “exciting” way. But critics say that with clean energy amounting to only around three percent of the company’s total capital expenditure programme, the campaign is little more than a blatant “greenwashing” effort.

It is the first time BP has taken part in a major corporate revamp of its image since the ‘Beyond Petroleum’ campaign and follows months of record profits for the company, which benefited from stronger oil prices and higher production from new oil fields.

‘Possibilities everywhere’

Speaking in Davos, BP’s CEO Bob Dudley admitted that the last decade has been “very difficult” for the company, which had to manage significant reputational damage of the 2010 Deepwater Horizon oil spill in the Gulf of Mexico.

“I don’t think we had the credibility to talk about things in an exciting way,” he told CNBC.

“I think it’s time for us to tell our story a little bit differently, let people know we are engaged in this big energy transition and we have a big core business.”

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