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Critics spoof new Chevron ads promoting responsibility

By Steven Mufson and Elizabeth Flock

When Chevron launched a striking new ad campaign Monday, touting itself as an oil company that supports renewable energy and small businesses, among other things, it already had some company. Tipped off early to the new ads, critics of the oil giant posted an online spoof of the Chevron campaign the night before, as big and bold as the real thing.

In each of the five full-page Chevron ads appearing in major newspapers, enormous headlines declare that oil companies have responsibilities, using phrasing such as: "Oil companies need to get real" and "Oil companies should support the communities they're a part of." Those declarations are then followed by the assertion "We agree," as text in smaller type highlights the social virtues of Chevron's business.

After learning of plans for Chevron's ad campaign weeks ago, three organizations drew up their own fake ads and posted them on a Web site Sunday night. Like the Chevron ads, the spoofs use colorful photographs of people and play on Chevron's declarations with their own large headlines, such as: "Oil companies should stop endangering life."

By Steven Mufson and Elizabeth Flock  | October 19, 2010; 5:35 PM ET
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Has the survey been blocked? DId Chevron not like the way it was going?

Posted by: gjm25 | October 19, 2010 7:19 PM | Report abuse

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