“Human Energy” international integrated advertising campaign is designed to enhance public opinion of the company by engaging people in a dialog on energy issues. In addition, the campaign also highlights “the steps Chevron is taking to bring more energy supplies to the global marketplace” (Chevron, 2007).
Also like “Real Issues,” “Human Energy” uses mainstream media channels, including television, print, and online, to reach mass audiences. In fact, the campaign launched with the ad “Untapped Energy,” which premiered during CBS’s 60 Minutes. The 2½-minute spot features images of individuals, mothers and their children, children’s sporting events, and other people- and community-focused shots alongside images of services and locations that consume significant amounts of energy, from city lights to cars and airplanes. The narrator explains:
And outside the debate rages—oil, energy, the environment. It is the story of our time, and it is definitive and all encompassing, and it leaves no one untouched. Because, make no mistake, this isn’t just about oil companies. This is about you and me, and the undeniable truth that at this moment there are 6½ billion people on this planet. And by year’s end, there will be another 75 million. And every one of us will need energy to live. Where will it come from? This is our challenge each day. Because for today, and tomorrow, and the foreseeable future, our lives demand oil. But what’s also true is that we can provide it more intelligently, more efficiently, more respectfully; that we’ll never stop looking for alternatives; that an oil company can practice and espouse conservation. Yes, we are an oil company. But right now, we’re also providing natural gas, solar, hydrogen, geothermal. Because we live on this planet too. This is who we are, in 180 countries, not corporate titans, but men and women of vision. 60,000 citizens of the world, liberals and conservatives, engineers and scientists, pipeline welders and geologists, husbands and wives, part-time poets and coaches, people who daily try to find newer ways, cleaner ways to power the world. Humans have always reached for what seemed impossible, because it is then that we find a way. Tell us it can’t be done. Then watch as we tap the greatest source of energy in the world—ourselves. This is the power of human energy. (YouTube, 2010)
