• AdAge, Wednesday, June 11, 2008 12 PM

General Motors is breaking a corporate campaign this month that addresses the oil-price issue head-on, albeit with a tongue-in-cheek twist. "Dear Oil," a new TV spot begins. "We've had this great relationship for many years. We think we will both be a lot happier and healthier if we see less of each other."

The ad is slated to make its debut on NBC's "Meet the Press" June 22. A Chevrolet campaign focused on green issues also is about to break, and GM will tout its corporate environmental message as part of its NBC Olympics sponsorship, according to Kathryn Benoit, corporate marketing director at GM.

Part of GM's energy and environmental unit will check out and confirm all its green marketing claims, according to Benoit. "You have to make sure that the story you tell plays out," she says. The need to verify green claims was a common theme at an American Advertising Federation meeting in Atlanta this week.

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