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

YouTube

Let our journalists help you make sense of the noise: Subscribe to the Mother Jones Daily newsletter and get a recap of news that matters.

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.”

THE TRUTH IS...

what drives Mother Jones' team of 50-plus journalists. The truth is powerful, as evidenced by how hard those with something to hide, or profit to gain, seek to discredit it. The truth, stated boldly and reported meticulously, is what draws so many readers to Mother Jones.

And the truth is, going into the final 4 days of the year we still needed to raise $TK to hit our $350,000 goal and start 2021 on track. It's nerve-wracking, wondering if the big spike we normally see at the end of December is going to be another thing that doesn't go as planned in 2020, or worse, if, now that Donald Trump is set to leave the White House (for longer than a taxpayer-funded golf trip to a property he owns), folks might be pulling back from fighting for the truth and a democracy and think the hard work is done.

It's not, and if you can right now, please consider a year-end donation to support our team's fearless nonprofit journalism so we can close that big fundraising gap and finish the year strong, ready for all that's ahead in 2021. Whether you can give $5 or $500, it all matters in keeping us charging hard, and we'd be grateful.

payment methods

THE TRUTH IS...

what drives Mother Jones' team of 50-plus journalists. The truth is powerful, as evidenced by how hard those with something to hide, or profit to gain, seek to discredit it. The truth, stated boldly and reported meticulously, is what draws so many readers to Mother Jones.

And the truth is, going into the final 4 days of the year we still needed to raise $TK to hit our $350,000 goal and start 2021 on track. It's nerve-wracking, wondering if the big spike we normally see at the end of December is going to be another thing that doesn't go as planned in 2020, or worse, if, now that Donald Trump is set to leave the White House (for longer than a taxpayer-funded golf trip to a property he owns), folks might be pulling back from fighting for the truth and a democracy and think the hard work is done.

It's not, and if you can right now, please consider a year-end donation to support our team's fearless nonprofit journalism so we can close that big fundraising gap and finish the year strong, ready for all that's ahead in 2021. Whether you can give $5 or $500, it all matters in keeping us charging hard, and we'd be grateful.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly 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