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Industry organization launches pro oil and gas ad campaign

By Patrick C. Miller | February 15, 2017

Those who watch the Super Bowl for the commercials might have noticed an ad promoting the benefits of the U.S. oil and gas industry.

It marked the debut of the American Petroleum Institute’s (API) “Power Past Impossible” national advertising campaign intended to highlight how oil and natural gas add value to the everyday lives of Americans.

“The Power Past the Impossible campaign features a few of the countless products and technological advances made possible by natural gas and oil,” said Jack Gerard, API president and CEO. “From lifesaving medical devices to cosmetics at the drug store from plastics in our toys and cell phones to 3D printers, ‘Power Past Impossible’ demonstrates how natural gas and oil provide value well beyond just transportation fuels or cooking and heating.”

The 30-second Super Bowl commercial begins a multi-year nationwide education and awareness campaign that will include TV, radio and print advertising, as well as digital and social media. API has launched PowerPastImpossible.org, a new website where visitors can learn more about how oil and natural gas affects their lives. Social media includes a Facebook page, a YouTube channel and a Twitter account (@PowerImpossible).

Gerard said the new campaign has been in development for the past six or seven months. He explained that it differs from the organization’s 10-year-old “Vote for Energy” campaign in that it “opens a broader conversation with all Americans about the reach and magnitude of natural gas and oil, the products that come from them and their contributions to consumers’ everyday lives.”

According to Gerard, “Power Past Impossible will continue to raise energy awareness while expanding the scope to illustrate the role oil and natural gas play in invention, advancing technological breakthrough and enabling a modern quality of life that’s unsurpassed.”

API believes a new campaign is needed because of changes that have occurred in the oil and gas industry.

“Just five years ago, no one would have imagined the United States could increase production and refining of oil and natural gas while cutting greenhouse gas emissions, which today are near 25 year lows,” Gerard explained. “That’s just one way we’ve powered past the impossible, and the new campaign highlights the myriad other aspects of life in which natural gas and oil make the impossible, possible.”

TV advertising themes include how oil is integrated into current and future consumer products and the positive value natural gas adds to peoples’ everyday lives.