Remember this lady? She was everywhere. You must have seen her.
Her voice soothing, confident and trustworthy.
Look at her hair, such a smart style. Her wardrobe was always so snappy and professional.
You had to trust her and obey her. She was ubiquitous. In the airport kiosks, magazines, newspapers and, of course, all over broadcast television, especially the big screen TV at the sports bar. She was the spokesperson for the American Petroleum Institute.
I’ve grown accustomed to her face.
She almost makes the day begin.
I’ve grown accustomed to the tune that
She whistles night and noon.
Her smiles, her frowns,
Her ups, her downs
Are second nature to me now;
Like breathing out and breathing in.
I was serenely independent and content before we met;
Surely I could always be that way again-
I’ve grown accustomed to her look;
Accustomed to her voice;
Accustomed to her face.
– Lerner and Loewe
In this article, dated June 2008, the Post Carbon Institute called the API campaign fantasy.
That API’s ideas might be more appropriately grouped with fantasy solutions is illustrated by the organization’s own recent television advertising campaign. The campaign includes four separate ads. Two of the ads offer a defense of oil industry profits. One touts the broad ownership of oil company shares by pension funds and implies that viewers’ pensions might very well be benefitting from the superb financial performance of the energy industry. The other ad suggests that oil companies really don’t make that much money when compared to other industries in America. This would presumably make oil companies poor investments for one’s pension fund. But no matter, to avoid confusion the two commercials are probably never scheduled to run back to back.
The remaining two spots deal with the energy crisis. In one a professionally-dressed woman tells us that “we have substantial oil and natural gas resources right here,” as she walks across a map of the lower 48 states. “Enough to power 60 million cars and heat 160 million households for 60 years,” she continues. The reason for her optimism is that “with advanced technology and smart policies, together we can secure America’s energy future.”
This lady is so nice, so who can doubt her? She told us we should think about all the good above ground, no worries.
We won’t have to see more oil platforms because of advanced sub sea technology. How wonderful for us!
To my surprise, she informed me that I owned an oil company. Wow! No shit!
That means I must be so rich. I really like this lady. She knows her stuff!
That Fair Lady had so much good news for us all. She promised America so many jobs. Where is she now? I miss her. We need her. I bet she can fix that nasty leaky pipe in the Gulf of Mexico. I know she can if we can just find her. Maybe if all the good girls and boys wish hard enough we can bring her back. Close your eyes and wish really hard and say that you believe in fairies, because it looks like it’s going to take some powerful magic to fix this mess.
I wonder just how much API spent on their marketing campaign?