• Ad Age, Friday, September 28, 2007 12:06 PM

Chevron is launching a $15-million integrated global corporate marketing blitz--"The Power of Human Energy"--that aims to humanize the oil giant and its employees. A series of TV commercials breaks this Sunday on CBS' "60 Minutes" with a 2:30 spot dubbed "Untapped Energy" with a montage filmed in 13 countries.

The spot discusses the debate over oil, energy and the environment. It also shows snippets of Chevron's 58,000 "citizens of the world," who are "husbands and wives and part-time poets" and ultimately "the greatest source of energy in the world." Helen Clark, Chevron's manager of corporate brand and reputation, says that roughly 10% of Americans "hate" Chevron, another 10% are on Chevron's side, and the remaining 80% "are open to learn more even if they don't love us."

A revamped Chevron.com features interactive stories showcasing "human energy" at work within the company. "Energyville"--an interactive game showing the trade-offs of different energy sources--is also on the site. Some 160,000 people in 170 countries have played it since it went live in early September.

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