BP’s Olympic Ads Seek To Erase Oil Spill From Memory

YouTube

BP may not be top-notch at preventing huge, toxic oil spills, but the company is certainly PR-savvy.

In this spring’s run-up to the Olympic games, London 2012 organizers announced that BP would be a main sponsor of the event—specifically, a “Sustainability Partner” helping to create the “greenest Games ever.” The enviro community balked at the move, launching campaigns, circulating videos, and pranking high-profile orgs to underscore the irony. But to little avail, it seems: Despite the controversy, a survey published this week shows that the oil and gas giant’s Olympic ads seem to be rekindling the public’s BP love.

Of all the main Olympic sponsors, BP went into the games dead last in brand perception ratings—in fact, it was the only company with a rating in the negative numbers, according to the survey from YouGov BrandIndex. Now, with ads on billboards and television (see below), BP has catapulted from a -5.9 perception rating to a 2.6, a massive jump rivaled only by Visa. And that’s among the US population specifically, since all of YouGov’s survey respondents were US adults:YouGov G BrandIndexYouGov G BrandIndex

Part of BP’s massive Olympic ad effort is “BP Team USA,” a group of nine US Olympic and Paralympic hopefuls serving as the brand’s athlete ambassadors. Two of the team’s members—track and fielder Sanya Richards-Ross and swimmer Rebecca Soni—have already brought in three gold medals and a silver, likely further boosting the hunky-dory US attitudes towards BP at the games.

Also notable: A couple of those BP Team USA ads are grouped on its YouTube channel under the title “Overcoming Setbacks.” An admirable athletic sentiment, sure, but an ironic one when employed by a company that’s using these ads—and the athletes in them—to fix its own “setbacks.”

FACT:

Mother Jones was founded as a nonprofit in 1976 because we knew corporations and the wealthy wouldn't fund the type of hard-hitting journalism we set out to do.

Today, reader support makes up about two-thirds of our budget, allows us to dig deep on stories that matter, and lets us keep our reporting free for everyone. If you value what you get from Mother Jones, please join us with a tax-deductible donation today so we can keep on doing the type of journalism 2019 demands.

We Recommend

Latest

Sign up for our newsletters

Subscribe and we'll send Mother Jones straight to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate