Chevron Untapped

This YouTube video of a Chevron advertisement that I recently saw on the TV makes at least one thing clear: Chevron can afford the best in production value. This is one well done ad.

In spite of my immediate tendency to dismiss this as a cynical play on emotion easily manipulated through cutting-edge production value, I resist my own cynicism. I can’t help but think there is an important message here.

The world runs on energy – I’m writing and you’re reading this blog – on the energy Chevron provides. They claim some of that energy comes from alternative and renewable sources. I am curious as to the percentage of Chevron’s budget that is devoted to the research, development, and distribution of those energy sources.

Bringing to bear the resources of a large oil company on “whatever comes next” seems logical. Government policy as well as market demand are two vital aspects to facilitating such investment from the public sector or Big Business.

The government has for decades subsidized oil exploration and production. It needs to shift those economic incentives increasingly toward alternative energy research and production.

The market – that’s you and me – can demand energy from alternative and renewable sources, and use that alternative energy efficiently.

Whether we like it or not, Big Oil is a reflection of who we are. At least anyone reading this blog.

Years ago, I was a “temp” in the reprographics department of a large Chevron office park facility – I worked in the Bowels of the Beast, as it were, if you were inclined to such rhetorical flourish, for almost two years.

But it was really just a bunch of people. Some of them very smart and talented.

There is a common humanity that is appealed to in this ad. On it’s face, I think it is a good message. It’s hard to be sure if it can be taken on its face.

So even if this ad is a cynical attempt on the part of a Big Oil company to greenwash the public through good production value it betrays itself by saying something we all need to think about. Maybe it isn’t even cynical.

Maybe.

Something to think about the next time you’re filling the tank.